I'm going to go do this crazy thing. I'm going to start this company selling books online.

In the end, we are our choices.

Things never go smoothly.

If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.

It's not an experiment if you know it's going to work.

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.

I'm skeptical that the novel will be 're-invented.'