“My life is based on a long series of mistakes. I’m famous for this, even. How many of you have the Fire Phone? ”Jeff Bezos asked at the presentation of his portrait at the Smithsonian National Gallery in Washington in late 2019.“ Yes, I know, none of you. Thank you, ”he replied, laughing to distract the attendees, among whom were Michelle Obama, Hillary Clinton and other figures of the American political jet-set.
Since last Monday, Bezos ceased to be, after 27 years, the CEO of Amazon, perhaps the most powerful company in the world.
With the transfer of command to Andy Jassy, who led one of the company’s most profitable projects –AWS-, Bezos leaves behind a stage of his life in which he mimicked what seems to be the most finished, perfect and polished form of capitalism: that of an empire without any kind of limits, which continues to expand into outer space.
This is what it explores Brad stone, a Bloomberg journalist, in his new book Amazon Unbound: Jeff Bezos and the Invention of a Global Empire, which, translated into Spanish, would be “Amazon without limits” (or, more accurately, “unleashed”): an essential book that goes from the anecdotal, curious and entertaining to the roots of the digital monster.
¿What does Amazon have that have not had other tech empires in the 90s like Microsoft, Apple, Yahoo or America Online? And, already today, why is Amazon different from Google, Facebook, Netflix and the services that almost all of us use? The answer is likely to be: Jeff Bezos.