Jeff Bezos also understands how the direct consumer review is essential to push to buy an object of which you do not have a concrete presence and therefore implements this functionality.
Initially he clashes with publishing houses, which do not want to leave the user free to express their opinion, whether positive or negative, but after months of negotiation he wins his battle and sales increase exponentially.

In 1998 it opens the business to new products such as: CDs, films, electronic devices, video games, toys and household utensils.
It thus becomes the largest online store on the planet.

Jeff Bezos is named character of the year by Time magazine.

In 2005 he launched the Amazon Prime service which, with the possibility of creating an account and a personal subscription, offers a fast delivery service that many other greats in the sector still struggle to guarantee.

The birth of the first digital e-book reader forms a new market around which Amazon identifies itself as the absolute leader.
The Kindle will in fact allow the trade of a new book format that will revolutionize the sector, cutting costs and exponentially increasing profits for the company.

The introduction of Web Service available to the user, Prime Music and Prime Video, direct competitors for industry giants such as Spotify and Netflix, the home automation service connected to Echo devices: Alexa, and the “Prime Day” promotion days that have created a real movement with large launch operations, make Amazon a competitive company in different sectors.
Today it offers a more complete service than any other competitor.

Jeff Bezos has always stated that the key to his success is continuous user analysis. The direct feedback it gets from the consumer allows Amazon to adapt to the ever-changing demands of the market.
It thus becomes a dynamic company ready to revolutionize itself by exploiting the innovations and trends of the moment.

This aspect thus opens up another fundamental characteristic: that of continuous risk.
To enable this type of success it is essential to take risks and take courageous action as quickly as possible.

Amazon is constantly getting involved and this has guaranteed, over the years, a consolidation for a service that spans multiple sectors.

We can thus define three aspects as the keys to the success of this company, which made its founder the richest man on the planet: Inventiveness, Bet and Dynamism.

Amazon is the perfect example of how, by constantly getting involved and collaborating with consumers, a simple online bookstore can become a giant of the world market.