What's very dangerous is not to evolve

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

The common question that gets asked in business is, 'why?' That's a good question, but an equally valid question is, 'why not?'

We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.