If you double the number of experiments you do per year you're going to double your inventiveness.
Our point of view is we will sell more if we help people make purchasing decisions.
I don't buy stocks, I make stocks.
It's not an experiment if you know it's going to work.
If you decide that you're going to do only the things you know are going to work, you're going to leave a lot of opportunity on the table.
We've had three big ideas at Amazon that we've stuck with for 18 years, and thy're the reason we're successful: Put the customer first. Invent. And be patient.