Most big technology companies are competitor focused. They see what others are doing, and then work to fast follow. In contrast, 90 to 95 percent of what we build in AWS is driven by what customers tell us they want.

I strongly believe that missionaries make better products. They care more. For a missionary, it's not just about the business. There has to be a business, and the business has to make sense, but that's not why you do it. You do it because you have something meaningful that motivates you.

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.

Great companies are built on great products.

Private brand's important. We invest in quality. We try to treat them like they really are brands, and not just some private label. But, you know, we wouldn't wanna see them continue to grow in percent of total too much. We would like for the brands to offer value to customers and have them grow.

The strong live and the weak die. There is some bloodshed, and out of it emerges a much leaner industry, which tends to survive.