我们
起初，这些产品都是一个大胆的赌注，明智的人(常常)担心它们无法成功。当我们在9年前推出Prime服务时，它是一种新鲜的、未经实践证明的（有些人甚至会说是鲁莽蛮干的）概念： 无论什么物品都提供两天内送货上门的服务，而客户只需支付很少的包年费用。
2015年：贝索斯致股东信《全世界对失败最宽容的公司》
2015年：贝索斯致股东信《全世界对失败最宽容的公司》
2016年：贝索斯致股东信《每天都要像创业的第一天那样》
2016年：贝索斯致股东信《每天都要像创业的第一天那样》
2016年：贝索斯致股东信《每天都要像创业的第一天那样》
2018年，贝索斯致股东信
1998年，贝索斯致股东信
I will hazard a prediction. When you are 80 years old， and in a quiet moment of reflection narrating for only yourself the most personal version of your life story， the telling that will be most compact and meaningful will be the series of choices you have made. In the end， we are our choices. Build yourself a great story.
Your smarts will come in handy because you will travel in a land of marvels. We humans -- plodding as we are -- will astonish ourselves. We'll invent ways to generate clean energy and a lot of it. Atom by atom， we'll assemble tiny machines that will enter cell walls and make repairs. This month comes the extraordinary but also inevitable news that we've synthesized life. In the coming years， we'll not only synthesize it， but we'll engineer it to specifications. I believe you'll even see us understand the human brain. Jules Verne， Mark Twain， Galileo， Newton -- all the curious from the ages would have wanted to be alive most of all right now. As a civilization， we will have so many gifts， just as you as individuals have so many individual gifts as you sit before me.
I have a vivid memory of what happened， and it was not what I expected. I expected to be applauded for my cleverness and arithmetic skills. "Jeff， you're so smart. You had to have made some tricky estimates， figure out the number of minutes in a year and do some division." That's not what happened. Instead， my grandmother burst into tears. I sat in the backseat and did not know what to do. While my grandmother sat crying， my grandfather， who had been driving in silence， pulled over onto the shoulder of the highway. He got out of the car and came around and opened my door and waited for me to follow. Was I in trouble？ My grandfather was a highly intelligent， quiet man. He had never said a harsh word to me， and maybe this was to be the first time？ Or maybe he would ask that I get back in the car and apologize to my grandmother. I had no experience in this realm with my grandparents and no way to gauge what the consequences might be. We stopped beside the trailer. My grandfather looked at me， and after a bit of silence， he gently and calmly said， "Jeff， one day you'll understand that it's harder to be kind than clever."
As a kid， I spent my summers with my grandparents on their ranch in Texas. I helped fix windmills， vaccinate cattle， and do other chores. We also watched soap operas every afternoon， especially "Days of our Lives." My grandparents belonged to a Caravan Club， a group of Airstream trailer owners who travel together around the U.S. and Canada. And every few summers， we'd join the caravan. We'd hitch up the Airstream trailer to my grandfather's car， and off we'd go， in a line with 300 other Airstream adventurers. I loved and worshipped my grandparents and I really looked forward to these trips. On one particular trip， I was about 10 years old. I was rolling around in the big bench seat in the back of the car. My grandfather was driving. And my grandmother had the passenger seat. She smoked throughout these trips， and I hated the smell.
There are two kinds of companies， those that work to try to charge more and those that work to charge less. We will be the second.