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Furious pace to improve service. introducing new features, like customer reviews and e-mail order verification. >> i think that with a few things that have always defined the amazon dna. the first one is customer obsession. and that is really the ethos that jeff wanted to make for amazon, which is "we are willing to do really hard things to help serve our customer." >> offering vast selection, deep discounts and fast delivery, amazon was approaching $16 million in sales by the end of 1996. but focused on the future bezos kept pouring every dollar back into growing amazon. so company profit res...

Believe in the story and him they had to be along if for ride. >> he ramped up, renting more warehouses in seattle, de and but as sales soared and bezos prepared to take amazon public he was about to face his first major threat. >> at about the same time as amazon's ipo, barnes and nobel is starting its own web-based book business. >> book-selling giant barnes and nobel launched barnesandnoble.com looking to crush amazon and many thought it was a good bet. >> anyone sbrenchd in the offline space people thought they would have online expertise. >> people were calling it amazon dot toast. it was...

The seattle suburb of bellevue, washington. and like many tech start-ups set up shop in the garage. at first bezos called the company cadabra as in the magician's command abracadabra. but when bezos' lawyer heard it over the phone as cadaver, bezos looked for other options. even the slightly ominous relentless.com. >> too this day if you type it in it forwards to amazon.com and some would argue relentless is more a more fitting name for the organization. >> in 1994 while rifling through the a section of the dictionary, bezos got to "amazon" and stopped. the earth's longest river seemed the per...

Today amazon founder jeff bezos is by far the richest person on earth. in 2018 his net worth soared past $150 billion. amazon's value hit $1 trillion. but few realize how close the almighty amazon once game to going under. >> so they are predicting that we're going to run out of cash by december which is just complete absolute pure unadulterated hogwash. >> the 2000 dotcom crash sent shares of amazon into a nose dive. luckily it had gotten an infusion of cash only weeks before the crash. >> amazon borrowed a lot of money in 1999 and even as late as 2000. we needed that money obviously. >> bezo...

July 16, 1995. >> a lot of people were thinking at the time that e commerce was a very small channel in the adoption of it from a customer standpoint would be, you know, slow and fairly minimal. >> i had my questions about the business model and, you know, how viable was it. >> within 30 days and with no advertising other than word of mouth amazon.com had sold books in all 50 states and 45 countries catching jeff and mackenzie completely off guard. >> amazon at the beginning had no inventory. once he got an order he would contact the book distributor and have them ship the book to seattle and ...