Jeff Bezos: “Be stubborn on the vision and flexible on the details”

The concept was.

Universal selection of books. And when we started adding new product categories, we kept that idea that it would be universal selection. And so we realized very early that the only way we were really going to get to universal selection of all product categories.

Is if we.

Invited third party sellers to join us on our website. And the first thing we did was launch.

Amazon Auctions.

That failed. And then we launched something called Z Shops and that failed. And then our third try.

Was Amazon.

Marketplace and that succeeded. So that's an example. What I ask.

People inside Amazon to.

Do is be stubborn on the vision and flexible.

On the details.

We knew we needed to make third party sellers.

Successful on Amazon.

We just didn't know how to do it.

And so we had to go through.

Three iterations and it finally worked. And now it's 40% of units.

Sold on Amazon.

It's a huge part of our business. That's tremendous.