One Click: Jeff Bezos and the Rise of

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Penguin, Oct 27, 2011 - Business & Economics - 240 pages
Amazon's business model is deceptively simple: Make online shopping so easy and convenient that customers won't think twice. It can almost be summed up by the button on every page: "Buy now with one click."

Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose unique combination of character traits and business strategy have driven Amazon to the top of the online retail world.

Richard Brandt charts Bezos's rise from computer nerd to world- changing entrepreneur. His success can be credited to his forward-looking insights and ruthless business sense. Brandt explains:

  • Why Bezos decided to allow negative product reviews, correctly guessing that the earned trust would outweigh possible lost sales.
  • Why Amazon zealously guards some patents yet freely shares others.
  • Why Bezos called becoming profitable the "dumbest" thing they could do in 1997.
  • How became one of the only dotcoms to survive the bust of the early 2000s.
  • Where the company is headed next.

    Through interviews with Amazon employees, competitors, and observers, Brandt has deciphered how Bezos makes decisions. The story of Amazon's ongoing evolution is a case study in how to reinvent an entire industry, and one that anyone in business today ignores at their peril.


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ONE CLICK: Jeff Bezos and the Rise of

User Review  - Kirkus

A cursory overview of the man behind any bibliophile knows, the birth of Amazon in the mid '90s represented both a blessing and a curse to everyone involved in the book industry, from ... Read full review

User Review - Flag as inappropriate

Reads easy, very interesting at times, too much space given to the personal like of Bezos.


One Click Is Not Enough
Portrait of the Entrepreneur as a Young
Jeff Gets a
Jeff Discovers the Internet
Three Nerds and an Accountant
How to Build a Better Bookstore
Growing Pains
Money to Burn Through
The Crash
Bezos Bets Big on the Kindle
Is Amazon Killing the Bookstore?
A Cool Guy with a Funny Laugh
But What Kind of Manager Is
Head in the Clouds
Step by Step Courageously

Who You Calling a Bookstore?

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About the author (2011)

Richard L. Brandt is an award-winning journalist who has been writing about Silicon Valley for more than two decades. He is well known throughout the technology community as a former correspondent for BusinessWeek, where he won a National Magazine Award. He lives in San Francisco. Visit

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