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One Click: Jeff Bezos and the Rise of Amazon.com Kindle Edition

4.1 4.1 out of 5 stars 462 ratings

Amazon's business model is deceptively simple: Make online shopping so easy and convenient that customers won't think twice. It can almost be summed up by the button on every page: "Buy now with one click."

Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose unique combination of character traits and business strategy have driven Amazon to the top of the online retail world.

Richard Brandt charts Bezos's rise from computer nerd to world- changing entrepreneur. His success can be credited to his forward-looking insights and ruthless business sense. Brandt explains:

  • Why Bezos decided to allow negative product reviews, correctly guessing that the earned trust would outweigh possible lost sales.
  • Why Amazon zealously guards some patents yet freely shares others.
  • Why Bezos called becoming profitable the "dumbest" thing they could do in 1997.
  • How Amazon.com became one of the only dotcoms to survive the bust of the early 2000s.
  • Where the company is headed next.

    Through interviews with Amazon employees, competitors, and observers, Brandt has deciphered how Bezos makes decisions. The story of Amazon's ongoing evolution is a case study in how to reinvent an entire industry, and one that anyone in business today ignores at their peril.

About the Author

Richard L. Brandt is an award-winning journalist who has been writing about Silicon Valley for more than two decades. He is well known throughout the technology community as a former correspondent for BusinessWeek, where he won a National Magazine Award. He lives in San Francisco.

Review

Management Today:
"One Click: Jeff Bezos and the Rise of Amazon.com."
 ... does it make Jeff Bezos, Amazon's founder, the Edison or Bell of today? The answers come in Richard Brandt's enjoyable book, One Click.
... a good story told well. If you want to understand the Bezos phenomenon, this is an easy and efficient way to do it
--This text refers to an alternate kindle_edition edition.

Review

Management Today:
"One Click: Jeff Bezos and the Rise of Amazon.com."
 ... does it make Jeff Bezos, Amazon's founder, the Edison or Bell of today? The answers come in Richard Brandt's enjoyable book, One Click.
... a good story told well. If you want to understand the Bezos phenomenon, this is an easy and efficient way to do it
--This text refers to an alternate kindle_edition edition.

Product details

  • ASIN ‏ : ‎ B004IYIUS8
  • Publisher ‏ : ‎ Portfolio (October 27, 2011)
  • Publication date ‏ : ‎ October 27, 2011
  • Language ‏ : ‎ English
  • File size ‏ : ‎ 480 KB
  • Text-to-Speech ‏ : ‎ Enabled
  • Screen Reader ‏ : ‎ Supported
  • Enhanced typesetting ‏ : ‎ Enabled
  • X-Ray ‏ : ‎ Enabled
  • Word Wise ‏ : ‎ Enabled
  • Sticky notes ‏ : ‎ On Kindle Scribe
  • Print length ‏ : ‎ 228 pages
  • Customer Reviews:
    4.1 4.1 out of 5 stars 462 ratings

About the author

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I have over 20 years' experience writing about science, technology and business, currently a freelance journalist and book author. My most recent book is "One Click: Jeff Bezos and the Rise of Amazon.com (Portfolio/Penguin, October 27, 2011.) It's the story of how Jeff Bezos got started, his impact on retailers, and what he's like as an entrepreneur and a manager (tough!) I'm also author of "Inside Larry and Sergey's Brain" (Portfolio/Penguin, 2009) which was released in paperback as "The Google Guys: Inside the Brilliant Minds of Larry Page and Sergey Brin." (Do you know how few people recognize the names "Larry and Sergey" without additional info? We found out.) I'm also co-author of "Capital Instincts: Life as an Entrepreneur, Financier and Athlete" (John Wiley & Sons, 2003.)

Having written two books in which the subjects would not give me interviews (interesting that the founder of a book-selling site does not give interviews for books) and one book in which the subject had too much control over the manuscript, my next book will be one in which I have direct access to the subject AND complete control over the content.

Not that it's impossible to write a biography without the cooperation of the subject -- it just takes a lot of research and interviews with people who know him or her well -- but I want to be able to really dig into the psyche of the subject. I'd like to ask Jeff Bezos, for example, why he never gives interviews any more unless he hits the talk shows with a product to sell, like a movie star hawking his new picture. I'd like to draw Larry and Sergey into a thoughtful discussion of privacy issues, their deep thoughts on the importance of Web search engines with honest results and how they maintain it.

Executives at public companies whose policies create controversy should get out into the world and explain themselves. They shape our society and affect our lives. I mean, come on! I've interviewed Bill Gates, Andy Grove, Michael Dell, Larry Ellison, scientists and top academics extensively over the years, and I don't do hatchet jobs.

Still, the book of which I'm most proud is "The Google Guys." I spent four years on it, off and on, most often on. One blogger claimed it was a hagiography, but that's just because I refuse to attack Larry and Sergey simply because that's a popular thing to do these days. I stand behind everything in the book. Most of the reviews were terrific.

Before the internet (temporarily) destroyed the business of journalism, I was editor-in-chief and columnist for technology/business magazine Upside from 1995 to 2001. From 1981 to 1995 I was a technology correspondent for Business Week Magazine. My freelance articles have appeared in CNBC.com, L'Express, Science magazine, Technology Review, Science/Business magazine, Stanford magazine and Working Woman. The Wall Street Journal did an excerpt of "One Click."

My awards include a National Magazine Award, Deadline Club Award; Washington Monthly Award; Atlantic Monthly Award; Computer Press Association Award; Acer/Boston Computer Museum Awards; I was a Knight Science and Technology Journalism Fellow at the Massachusetts Institute of Technology in 1991, and a Science Journalism Fellow from the American Association for the Advancement of Science in 1981. I've been a speaker on programs for BBC, CNN, NPR and industry events.

I studied engineering and journalism at the University of Delaware, received a BA in biology at the University of California, Santa Barbara, and studied mathematics at Harvey Mudd college.

I live in San Francisco with my wife and daughter, dog and two cats. My hobbies include carpentry, ocean kayaking, scuba diving, gardening and running. I re-roofed my own house.

Customer reviews

4.1 out of 5 stars
4.1 out of 5
462 global ratings
Interesting subject matter, significant content structure flaws
2 Stars
Interesting subject matter, significant content structure flaws
"We used to joke that the ideal Amazon site would not show a search box, navigation links, or lists of things you could buy. Instead, it would just display a giant picture of one book, the next book you want to buy."One Click blends a biography of Jeff Bezos with a business history of Amazon. For a site I use to purchase anything and everything, I knew little how the company started, much less how it became the behemoth it is today. I was even unaware Amazon started out exclusively as an online bookstore (yay books!). One Click provided a decent summary of Bezos’s background, Amazon’s creation, and the opportunities Bezos took advantage of for company advancement. However, I felt there were issues with this book’s tone and format.Obviously as someone obsessed with books, I was thrilled to hear Amazon started as a bookstore. Brandt provides some interesting statistics around Amazon’s rise to power in the bookselling world and ramifications resulting from their control in the market (e.g. consequences from their pressure on publishers to drop costs and revenue losses for big chain bookstores like Barnes and Noble). I was somewhat reassured by his declaration that small, independent bookstores weren’t being crushed by Amazon, having already learnt to weather the change in demand after retailers like Walmart and B&N broke into the book business.My primary issue with One Click was its format. The structure was incredibly ambiguous with a timeline that was all over the place. Each time a new event was introduced, I was at a complete loss for when in Amazon’s history it belonged. One chapter described the entire ordeal of Bezos’s “one click” patent, while the next jumped back in time for an entirely unrelated event, followed up by a chapter presenting a (chronological) run-through of Amazon’s development (which included repeat information from the previous two chapters!). If not in an audiobook format, perhaps I could’ve flipped back to find relevant years and dates, but a book shouldn’t waste your time like that.A smaller pet peeve was this book’s tone of voice. The very first chapter began by pointing out flaws in Bezos’s character, establishing a negative slant for the rest of the book. Even when Brandt stated something positive about the company or Bezos’s strategies later on, I constantly felt like I was waiting for the other shoe to drop. The author certainly remained consistent, but I would have preferred something more neutral (if not positive). This just personally wasn’t a style I was looking for.Overall, I found the subject matter interesting, thus the extra half a star, but the flaws of this specific book left me disappointed. As a (relatively) brief summary of Bezos’s life and Amazon’s evolution, this worked, but I would find a different book for more detail (with a less frustrating content structure).
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Reviewed in the United States on October 17, 2012
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Jozef
5.0 out of 5 stars One click
Reviewed in the United Kingdom on June 15, 2021
Jorge
5.0 out of 5 stars Muy inspirador.
Reviewed in Mexico on February 19, 2018
nm
5.0 out of 5 stars Realistic n Ambititious
Reviewed in India on October 1, 2019
Raúl García
4.0 out of 5 stars Lectura interesante, sin grandes aportaciones
Reviewed in Spain on November 17, 2016
One person found this helpful
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Katasia
5.0 out of 5 stars Très intéressant
Reviewed in France on July 24, 2014
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