Jeff Bezos’s Master Plan

What exactly does Jeff Bezos want? Or, to put it slightly differently, what does he believe? Given his power over the world, these are not small questions

Jeff Bezos largely keeps his intentions to himself; many longtime colleagues can’t recall him ever expressing a political opinion. To replay a loop of his interviews from Amazon’s quarter century of existence is to listen to him retell the same unrevealing anecdotes over and over.

To better understand him, I spent five months speaking with current and former Amazon executives, as well as people at the company’s rivals and scholarly observers. Bezos himself declined to participate in this story, and current employees would speak to me only off the record. Even former staffers largely preferred to remain anonymous, assuming that they might eventually wish to work for a business somehow entwined with Bezos’s sprawling concerns.

In the course of these conversations, my view of Bezos began to shift. Many of my assumptions about the man melted away; admiration jostled with continued unease. And I was left with a new sense of his endgame.

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