I'm skeptical of any mission that has advertisers at its centerpiece.

If you only do things where you know the answer in advance, your company goes away.

If you invent frequently and are willing to fail, then you never get to that point where you really need to bet the whole company.

I knew that if I failed I wouldn't regret that, but I knew the one thing I might regret is not trying.

One of the things that I hope will distinguish Amazon.com is that we continue to be a company that defies easy analogy. This requires a lot of innovation, and innovation requires a lot of random walk.

The world is littered with corpses that predicted technology in a particular arena was done. If there's another gigantic step change out there, we don't yet know what it is.

All businesses need to be young forever. If your customer base ages with you, you're Woolworth's.