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One Click: Jeff Bezos and the Rise of Amazon.com | [Richard L. Brandt]

One Click: Jeff Bezos and the Rise of Amazon.com

Amazon’s business model is deceptively simple: make online shopping so easy and convenient that customers won’t think twice. It can almost be summed up by the button on every page: Buy now with one click. Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose business strategy and unique combination of character traits have driven Amazon to the top of the online retail world. Originally a computer nerd rather than a businessman, he had the vision to capitalize on the untapped online marketplace for bookselling....
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Publisher's Summary

An insightful look at how Amazon really works and how its founder and CEO makes it happen....

Amazon’s business model is deceptively simple: make online shopping so easy and convenient that customers won’t think twice. It can almost be summed up by the button on every page: Buy now with one click.

Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose business strategy and unique combination of character traits have driven Amazon to the top of the online retail world. Originally a computer nerd rather than a businessman, he had the vision to capitalize on the untapped online marketplace for bookselling and continues to discover new marketing opportunities, from groceries to auto parts. He’s a calculating machine, energetic, passionate, highly aggressive, and out to radically transform retail.

Through numerous interviews with Amazon employees, competitors, and observers, Richard Brandt has deciphered how Bezos thinks, what drives his actions, and how he makes decisions. Anyone in business can learn a lot from the example of Amazon’s ongoing evolution.

Richard L. Brandt is an award-winning journalist who has been writing about Silicon Valley for more than two decades. He is well known throughout the technology community as a former correspondent for BusinessWeek, where he won a National Magazine Award. He lives in San Francisco.

©2011 Richard L. Brandt (P)2011 Blackstone Audio, Inc.

What the Critics Say

Praise for Brandt’s Inside Larry and Sergey’s Brain: “In this mustread for anyone who deals seriously with cyberspace, Brandt has a remarkable profile in presentday innovation and potential.” (Publishers Weekly)

What Members Say

Average Customer Rating

3.9 (171 )
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  •  
    Michael Cavacini Philadelphia, PA, United States 05-31-12
    Michael Cavacini Philadelphia, PA, United States 05-31-12
    HELPFUL VOTES
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    "A Nice Overview of a Retail Giant"

    I love Amazon, so I was interested in giving this book a shot, despite some of the unfavorable reviews. While it doesn't hold a candle to the official Steve Jobs biography, "One Click" is an interesting and entertaining listen.

    As many have correctly pointed out, the author failed to examine the success of Amazon Prime. However, the Kindle, the Zappos takeover and many other topics are discussed in sufficient detail. The Steve Jobs book did an excellent job of detailing Jobs's upbringing and what influenced his personality and leadership style. This book does that for Jeff Bezos, but without the same depth. And the reader must keep in mind that almost all of the research and quotes in the book came from secondary research.

    I've never listened to this narrator before, but he has a pleasant voice and did a fine job.

    Despite it's shortcomings, I recommend that those fascinated by Jeff Bezos and Amazon check this out. It's a quick, easy listen that will, more than likely, provide a deeper understanding of how Jeff Bezos and Amazon work.

    3 of 3 people found this review helpful
  •  
    Carla Burnaby, British Columbia, Canada 04-23-13
    Carla Burnaby, British Columbia, Canada 04-23-13 Member Since 2010
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    "Just ok"

    If your really into Amazon, check this book out. It has lost of information. However, if you aren't...it's kind of boring. The book didn't have enough interesting anecdotes to really hold my attention. It probably doesn't help that I'd just read "Steve Jobs" (which I can't shut up about). This story is pretty vanilla...which is a shame because I'm sure there's all sorts of tantalizing stories to be told about such a wildly successful company.

    2 of 2 people found this review helpful
  •  
    Troy Chandler, AZ, United States 08-17-13
    Troy Chandler, AZ, United States 08-17-13
    HELPFUL VOTES
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    "Being successful doesn't make you interesting."

    Coming immediately on the heal of listing to THE SNOWBALL about Warren Buffett, I was looking for another great business bio. This, unfortunately, was not it.

    First, let me just say that Neil Shah is apparently not my kind of narrator. His staccato delivery and robotic tone drove me to wish for the ending of this book. It couldn't come soon enough.

    As for the content of ONE CLICK, it was such a shallow telling of the story of Bezos and Amazon, I'm frankly not sure what the point of writing it, much less publishing it, was. In defense of Brandt - I doubt anyone could make Amazon seem interesting. A great company to be sure (of which I am a Prime customer as well as leasing thousands of hours of compute power from AWS) and Bezos is whip-smart and an absolute visionary, but his life just didn't make a very interesting book.

    I'd skip this one 100 times out of 100.

    1 of 1 people found this review helpful
  •  
    Amazon Customer Cambridge, ON, Canada 05-31-13
    Amazon Customer Cambridge, ON, Canada 05-31-13 Member Since 2008

    ZEN. LDS. GTD. FTW.

    HELPFUL VOTES
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    "I tore through this one"

    Before, I perceived Jeff Bezos as some kind of extra terrestrial super-intellect. After listening to One Click, he seems a more human, albeit very smart and analytical.

    I listened to it in about 2 and a half days. Enjoyable throughout.

    1 of 1 people found this review helpful
  •  
    Jeffrey Las Vegas, NV, United States 02-12-13
    Jeffrey Las Vegas, NV, United States 02-12-13 Listener Since 2007
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    "I Highly Recommend "One Click""
    What made the experience of listening to One Click the most enjoyable?

    My favorite takeaways from "One Click" were hearing the back story to how Amazon.com humble beginnings with tables made out of old doors and Jeff Bezos's decision tools the "Deal Flow Chart" and his "Regret Minimization Framework".

    There were some funny insight into boot strapping a start up where everyone in the company had to pitch in to repack shipments from distributors, readdress and ship packages to customers until 2:00-3:00 AM. Early on Amazon did not even have packing tables so the employees ended up packing books kneeling on the cement floor for hours. After packing for several hours Jeff Bezos turned to an employee and suggested they get knee pads soon and the employee with a look of shock an horror responded why don't we just buy some tables which seemed to be the most amazing idea Jeff Bezos had ever herd.

    After listening to One Click I am amazed at how much money Amazon spent trying to "Get Big Fast" and how that strategy would have bankrupted the company several times over if it were not for the free flowing investment during the .com boom and investors disregard for traditional valuations and earnings reports. Amazon.com lost almost 2,000,000,000 and went almost a decade before ever turning a profit.


    What did you like best about this story?

    My favorite takeaways from "One Click" were hearing the back story to how Amazon.com humble beginnings with tables made out of old doors and Jeff Bezos's decision tools the "Deal Flow Chart" and his "Regret Minimization Framework".


    1 of 1 people found this review helpful
  •  
    Michael Charlotte, NC, United States 01-09-12
    Michael Charlotte, NC, United States 01-09-12 Member Since 2006
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    "Good Listen, light on details"
    What did you like best about One Click? What did you like least?

    I enjoyed the book, it was a good overall summary of Amazon since the start.

    I was hoping for more insight and detail regarding the company.


    1 of 1 people found this review helpful
  •  
    Kelly West Allis, WI, United States 02-02-14
    Kelly West Allis, WI, United States 02-02-14
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    "Enjoyable"
    Would you try another book from Richard L. Brandt and/or Neil Shah?

    Yes


    How would you have changed the story to make it more enjoyable?

    The begging was a little slow


    Have you listened to any of Neil Shah’s other performances before? How does this one compare?

    N/A


    What else would you have wanted to know about Richard L. Brandt’s life?

    We got a lot of the story


    Any additional comments?

    Was what I was looking for at the time

    0 of 0 people found this review helpful
  •  
    Sam Motes Tampa 09-02-13
    Sam Motes Tampa 09-02-13 Member Since 2011

    Audible obsessed lifelong learner.

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    "One click to rule them all"

    A interesting look at how Amazon grew into the killer end all shopping experience from humble beginnings as an online book seller. Brick and mortars fall in its wake.

    0 of 0 people found this review helpful
  •  
    Noah Toronto, Ontario, Canada 08-21-13
    Noah Toronto, Ontario, Canada 08-21-13 Member Since 2006
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    "A short informative history of Amazon"
    Where does One Click rank among all the audiobooks you’ve listened to so far?

    If you set your expectations for a 5 hour short informative and somewhat entertaining history of Amazon, you won't be disappointed. At 5 hours, don't expect a ton of detail but there's enough to give you a decent idea of how the company evolved.

    I found it easy listening.


    What did you like best about this story?

    The insights into Bezos. I would love to read a full biography on him.


    Which scene was your favorite?

    The descriptions of what a small company Amazon started out as even after they were getting a decent amount of business.


    0 of 0 people found this review helpful
  •  
    Terence Dahlonega, GA, United States 04-23-13
    Terence Dahlonega, GA, United States 04-23-13
    HELPFUL VOTES
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    "Mediocre at Best"
    Any additional comments?

    A very cursory telling of the otherwise fascinating story of Amazon and its founder (Bezos). It just doesn't reveal much and seems weak.

    0 of 0 people found this review helpful
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