Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon is driven by the excitement of building technologies, inventing products, and providing services that change lives. They embrace new ways of doing things, make decisions quickly, and are not afraid to fail. Amazon has the scope and capabilities of a large company and the spirit and heart of a small one. Together, Amazonians research and develop new technologies from Amazon Web Services to Alexa on behalf of their customers: shoppers, sellers, content creators, and developers around the world.