ONE CLICK: Jeff Bezos and the rise of amazon.com By Richard L. Brandt – Reviewed

I buy 99.9% of my books through amazon, and have done for many years. Most of my friends and family use amazon for most of their book purchases. It’s amazing to think that such a huge and pervasive company is less than twenty years old.

This short book charts the history of amazon and its founded Jeff Bezos, from his work for a hedge-fund in New York to his starting the company with two programmers in a house in Seattle, and his determination and optimism that his company would be the biggest in the world by doing one simple thing: giving the customers a good service.

At two hundred pages the book doesn’t have room to go into a mass of detail, it charts the company’s rapid rise amid the dot-com bubble, its brief profit to appease investors and its massive investments in future growth and expansion which see profits shrink every year, despite vast sales. Investors in amazon have had a rough time, despite it being the biggest online retailer in the world.

Brandt doesn’t offer much insight, and a Bloomberg Game Changers Special gives you almost as much information, but the book is interesting. Brandt’s crisp journalistic style makes for easy reading, but as the Kindle and ebooks begin to revolutionise the publishing industry, amazon’s major competitor’s in books fall by the wayside, and as the company continues to plough new fields, you can’t help but think the story is far from over.

An interesting book, but without the personal insight into Bezos or the financial and business management insight into the company.

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