There are two ways to extend a business. Take inventory of what you're good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward.

The biggest needle movers will be things that customers don't know to ask for. We must invent on their behalf. We have to tap intoour own inner imagination about what's possible.

Our success at Amazon is a function of how many experiments we do per year, per month, per week, per day.

You gotta earn your keep in this world. When you invent something new, if customers come to the party, it's disruptive to the old way.

That kind of divine discontent comes from observing customers and noticing that things can always be better.

One of the things that I hope will distinguish Amazon.com is that we continue to be a company that defies easy analogy. This requires a lot of innovation, and innovation requires a lot of random walk.