Customer obsession rather than competitor focus
When we are innovating and building, we always start with the customer and work backwards. We work vigorously to earn and keep customer trust. Although we may pay attention to competitors, we obsess over customers. Customer Obsession is where we get our energy from…wanting to do the best for our customers. At every meeting and in the midst of every decision we make, one important person is not present: our Customer. We have to vigorously advocate for him/her and earn their trust – and this drives our relentless ambition to constantly improve the customer’s experience.
 A passion for invention
We love to invent for our customers. We foster a culture of innovation and invention within our business and always find ways to simplify. We are externally aware, looking for new ideas from everywhere, and are not limited by “not invented here”. As we do new things, we accept that we may be misunderstood for long periods of time and may not always succeed the first time.
 A commitment to operational excellence
Prioritising operational performance is equivalent to prioritising the customer experience and is critical to ensuring that we maintain trust in our company. We maintain a relentless focus on having effective and efficient operations to improve the quality of our digital infrastructure, our products and services and, ultimately, better serve all of our company stakeholders, from customers, to employees, partners, suppliers, vendors and communities.
 A focus on long-term thinking
Long-term thinking is a core value cemented in Amazon’s history since our inception. We foremost measure ourselves in terms of customer-centric metrics over the long run: customer satisfaction, the degree to which our customers continue to purchase from us on a repeat basis, and the strength of our brand. We invest for the long term and will continually refine and improve our offerings based on customer feedback.