A very valid question would be how is obsessing about the customer different from what many companies are doing to show genuine interest in fulfilling customer needs.

One difference is the level of actions taken outside their comfort zone, the amount of risk they are willing to take, and the capital investments they make to deliver value to the customer and anticipate their needs.

In addition, because this philosophy is established in a digital ecosystem, it allows Amazon to have relevant metrics at the click of a button, enabling them to make more in-depth decisions without becoming slow to do so.

Amazon's relentless drive to invent dramatic new ways to delight customers never stops.

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