Amazon. The company that changed the way we all shop, for better or worse. And did so within 20 years, surpassing titans such as Apple and Microsoft, making it one of the most valued companies on Earth, and its founder, Jeff Bezos, one of the richest living men. How Bezos, and his company, did so, though, had rarely been discussed in public, as a result of the corporate culture established. That is, until this book was released.

Through countless interviews with key people, as well as recounts of key incidents made by both the author and his interviewees, Brad Stone aims to establish a biography of both the now-legendary company, and its founder, that is as objective as possible, including both positive and negative perspectives of Amazon and its business practices, and bringing them under close scrutiny. In the book, he makes it clear that he wants to create as much of an all-rounded view of the company as possible, and as mentioned in the prologue, he made it clear to Bezos too, who didn’t have much objections.

Stone starts his narrative of the Amazon titan by going back to Bezos’ roots, a child born to his biological parents when they were barely 19, and later grew up with a different father along with his biological mother. As he slowly matured, however, it was clear to his teachers that he was naturally gifted, and so it was no surprise that he already had a lucrative job in the financial sector by the time he was 30. 

Being the man he is, though, Bezos decided to give up his financial stability, and invest most of what he had in establishing Amazon, a website originally meant to sell books, but very quickly expanded into different products. At the same time, Bezos went through with his vow to present consumers the lowest prices, going to aggressive ends to achieve his ends. Some of these ‘aggressive’ acts might include abruptly laying off entire departments, or tolerating miserable conditions in Amazon warehouses, just to squeeze out every last dollar for profit. All these incidents are presented in as much of an unbiased light as possible, and feature opinions from both sides of the debate. 

Stone additionally lists off some of Bezos’ own separate ventures, including Blue Origin, the potential SpaceX competitor, and his controversial purchase of the Washington Post, in an effort to understand what drives Bezos in his quest to change the world and its fundamental structures, to benefit consumers. Ultimately, his consensus is that as long as Amazon, and Bezos, continue to innovate, there is no stopping them unless a new competitor emerges.

For a book meant to be about business and finance, I found it to be surprisingly readable and relatable, with the author choosing to describe events in such a manner that lets readers be immersed in the situation. It’s also interesting to find such an objective view of Amazon’s business practices, with both their positive and negative aspects brought out into full view. For instance, while it it true that streamlining warehouse sorting processes can save money and bring profits, the workers are still maltreated and underpaid to ensure low costs. It’s definitely an issue that is quite concerning, and while there’s not much detail on how Bezos reacted to it, being in a position as reputable as the richest man on Earth, he should perhaps do (or have done) something about it as soon as possible.

Regardless of whatever views you may hold of Amazon, this is bound to be an enthralling read for all, despite the very technical subject matter, and an absolutely necessary addition to the book collection of any potential business disruptors.

TL;DR:

The good: Very readable, excellent anecdotes, unbiased views

The bad: Technical subject matter might not interest everyone

The ‘Eh’: It can get long

Conclusion: Recommended for everyone, especially anyone who wants to be the next Elon Musk.