Amazon’s PR Genius

“Our teams remain heads-down and focused on customers,” said Jeff Bezos, Amazon founder and CEO. “In the last few months, we launched Echo Show (our newest Echo device with a video screen), introduced calling and messaging via Alexa on all Echo devices, debuted Inside Edgeon Prime Video (the first of 18 Indian Original Series), introduced Amazon Channels in both the U.K. and Germany, launched four new Fire tablets, expanded Amazon Fresh to Germany, launched Prime Now in Singapore, launched our 25th airplane with Prime Air, hired more than 30,000 new employees, opened three new Amazon Books stores, launched more than 400 significant AWS features and services, migrated more than 7,000 databases using AWS Database Migration Service, and held our third annual Prime Day — signing up more Prime members than ever before. It’s energizing to invent on behalf of customers, and we continue to see many high-quality opportunities to invest.”

Jeff Bezos comments on Amazon’s 2017 Q2 earnings. This idea ‘to invent on behalf of customers’ works out more often than not for Amazon, we see AWS, Kindle etc as proof of that. But what people often overlook is the public relations genius of Bezos and Amazon in these situations.

Remember Prime Air drones on 60 minutes? Or the orange Amazon Robotics (formerly Kiva) robots we see in the warehouses? Or how about Zappos and their famous customer service? Many of these will be loss making – perhaps indefinitely – but what they do for Amazon is priceless. They give them press, more often than not at the expense of other retailers and increasingly, other firms in general.

Not everyone can make splashy purchases like Whole Foods or The Washington Post, but as an entrepreneur, you can always think of creative ways to get press.

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