Your IndustryJun 25 2014

Book review: The Everything Store – Jeff Bezos and the Age of Amazon by Brad Stone

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Brad Stone’s book gives an overarching view of the Amazon story, from the start in a garage using doors for desks, to the corporate giant of today.

It gives an insight into the man behind Amazon and the mechanics behind its phenomenal growth. Yet we do not really get to know Mr Bezos, as there were no face-to-face interviews (Mr Bezos’s wife, MacKenzie, posted a one-star review on Amazon because of Stone’s lack of an accurate portrayal) and the seemingly chaotic nature of the business as described is often disorientating.

Mr Stone illustrates Mr Bezos’s personality using a series of vignettes: His love of the ‘big idea’, as reflected in his desire to fill a warehouse with one of every manufactured product; his legendary frugality, which ensures employees are only ever able to fly economy; and his ruthlessness in getting the right people and ensuring they deliver. But at times this leads to odd decisions such as providing ambulances and Gatorade drinks for warehouse staff in a heatwave instead of sorting out the air conditioning. His management style demands that executives pitch ideas by writing a six-page narrative – a throwback to his own schooling.

The sheer scale of innovation, drive and perhaps inevitable conflict is exhausting, but three things stand out in the Bezos/Amazon story: determination and conviction – almost of Messianic proportions – and an ability to sell the dream to others.

That said, the book raises some fundamental concerns. If Mr Stone’s account is accurate, is this really a business we want to applaud? Notably Amazon never appears to feature in the top 100 best places to work. Mr Bezos’ reactions are often portrayed as exaggerated, rather like a child throwing his toys out of the pram – is that maturity? Do we applaud Amazon merely because it and he are worth billions? Do we need to treat competitors so ferally? Is Mr Bezos’ customer obsession driven by the desire to secure market loyalty or because he genuinely thinks treating customers fairly is the cornerstone of all he does? And there is tax. After reading this I will not be rushing to place an order on Amazon and may just wander down to my village bookshop and enjoy a chat with the owner – a real person contributing to a real community.

Published by Bantam Press

David Jackman is managing director of The Ethical Space