Amazon's Mission Statement

The mission statement of has always centered around its primary focus—the online customer.  Since it began in 1994, has had a clear focus and a solitary mission. Founder Jeff Bezos has publicly referred to the mission statement as the guiding force behind his leadership decisions many times in the company's history. 

Focused on the Customer

Mission Statement, Headquarters & Founders Facts About Online Retail. Reprinted with permission from

It can be concluded that the success of as the top internet retailing company in the world is due at least in part to its unwavering commitment to this mission and the daily execution of it. The mission and vision of is:

Our vision is to be earth's most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online.

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According to the 2018 Harris Poll Reputation Quotient Rankings, Amazon placed first in corporate reputation for the third year in a row. 

The company was founded in 1994 by Jeff Bezos and is headquartered in Seattle. Originally, Amazon started as an online bookstore, selling college textbooks. Over time, the company added electronics, furniture, and jewelry. Now, the mega-retailer sells just about anything a customer could want online.

Many people thought that Amazon would fold during the dot-com bubble burst, but the company survived and went on to become one of the biggest retailers in the United States.

Over time, the company acquired several other retailers, as well. It now owns Zappos, Shopbop, Goodreads, and others. Amazon also launched its own product lines, including Kindle e-readers, Amazon Prime, Echo and Fire tablets. It also created its own television show and movie exclusives, becoming a major media conglomerate.

One of the things that sets Amazon apart is its use of user-submitted reviews. Personal product reviews are encouraged, with users submitting their experience, pictures or video. This approach helps other customers make informed decisions before making a purchase. Each month, has over 130 million visitors.

In recent years, Amazon has changed how customers expect to receive deliveries and online orders. Rather than rely on the postal service, Amazon uses independent, third-party shippers.

And to accommodate rush orders, such as two-hour delivery windows or same-day shipping, Amazon hires independent contractors through their Amazon Flex program. This approach helps them nimbly react to customer needs, regardless of time of day or the day of the week.

From humble and niche beginnings, Amazon has expanded to be one of the biggest and most well-respected companies in the nation. And with a growing presence in other countries, Amazon has positioned itself to be a major global company. With its advances in product offerings, original products and programming, and delivery services, Amazon shows the potential to continue to grow on an unprecedented scale.

Its success is mainly attributed to its approach to its customer. As described in its mission statement, everything Amazon does is about enhancing the customer experience.