2012 – Being Customer Centric

The 2012 letter is chock full of more customer testimonials and customer centric ideas from proactive refunds to author payouts to Prime benefits to price drops on AWS. It’s all about the customer in this letter.

“When we’re at our best, we don’t wait for external pressures. We are internally driven to improve our services, adding benefits and features, before we have to. We lower prices and increase value for customers before we have to. We invent before we have to. These investments are motivated by customer focus rather than by reaction to competition. We think this approach earns more trust with customers and drives rapid improvements in customer experience – importantly – even in those areas where we are already the leader.” — Jeff Bezos