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FRONTLINE - Amazon Empire: The Rise and Reign of Jeff Bezos

posted by Jason Kottke   Feb 20, 2020

From PBS’s FRONTLINE comes Amazon Empire: The Rise and Reign of Jeff Bezos, a feature-length documentary investigation into Amazon and its founder.

Jeff Bezos is not only the richest man in the world, he has built a business that is without precedent in the history of American capitalism. His power to shape everything from the future of work to the future of commerce to the future of technology is unrivaled. As politicians and regulators around the world start to consider the global impact of Amazon — and how to rein in Bezos’ power — FRONTLINE investigates how he executed a plan to build one of the most influential economic and cultural forces in the world.

One of the 10 key takeaways from the film is how deliberately Amazon attacked the publishing industry:

“Amazon took over a large market share of the publishing industry very, very fast,” James Marcus, a former senior Amazon.com editor, tells FRONTLINE — a situation that he says prompted publishers to realize, “‘Oh, wait a minute, they’re our partner, but they now have the beginnings of a boot on our windpipe’.” Inside the company, the team had launched a strategy that some called “the Gazelle Project,” because they’d heard Bezos wanted them to pursue publishers the way a cheetah pursues a sickly gazelle. “Well, you don’t go after the strongest,” Randy Miller, who ran the European book team, says of the strategy. “He’s like, ‘The cheetah. The cheetah looks for the weak, looks for the sick, looks for the small.’” That way, by the time it comes to take on the publishers at the top, “the noise has gotten back to them. They’re going to know this is coming, and chances are you may be able to settle that without a full-on war.”

Here’s a trailer but the whole thing is available online, embedded above and on YouTube.