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

If you never want to be criticized, for goodness’ sake don’t do anything new.

Amazon is not too big to fail… If we start to focus on ourselves, instead of focusing on our customers, that will be the beginning of the end… We have to try and delay that day for as long as possible.

It’s hard to find things that won’t sell online.

You can have the best technology, you can have the best business model, but if the storytelling isn’t amazing, it won’t matter. Nobody will watch.

Sometimes we measure things and see that in the short term they actually hurt sales, and we do it anyway.

What we want to be is something completely new. There is no physical analog for what Amazon.com is becoming.

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.

A company shouldn’t get addicted to being shiny because shiny doesn’t last.

In business, what’s dangerous is not to evolve.

I’d rather interview 50 people and not hire anyone than hire the wrong person.

I like treating things as if they’re small, you know Amazon even though it is a large company, I want it to have the heart and spirit of a small one.

Companies are rarely criticized for the things that they failed to try. But they are, many times, criticized for things they tried and failed at.

In the end, we are our choices. Build yourself a great story.

Everything you are comes from your choices.

You can work long, hard, or smart, but at Amazon.com you can’t choose two out of three.

We can't be in survival mode. We have to be in growth mode.

One of the huge mistakes people make is that they try to force an interest on themselves. You don't choose your passions; your passions choose you.