Where you are going to spend your time and your energy is one of the most important decisions you get to make in life.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.

The common question that gets asked in business is, why? That’s a good question, but an equally valid question is, why not?

We can't be in survival mode. We have to be in growth mode.

What we want to be is something completely new. There is no physical analog for what Amazon.com is becoming.

One of the huge mistakes people make is that they try to force an interest on themselves. You don't choose your passions; your passions choose you.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

It's hard to find things that won't sell online.

Everything you are comes from your choices.

A company shouldn't get addicted to being shiny, because shiny doesn't last.

We've had three big ideas at Amazon that we've stuck with for 18 years, and thy're the reason we're successful: Put the customer first. Invent. And be patient.

So long as the deceit ran along quiet and monotonous, all of us let ourselves be deceived, abetting it unawares or maybe through cowardice...

To the sick while there is life there is hope.

For me working on the marriage and not making the easy choice of cheating was something that I could not do.

Thinking is the great enemy of perfection. The habit of profound reflection, I am compelled to say, is the most pernicious of all the habits formed by civilized man.

Lord, lord, lord. Protect me from the consequences of the above prayer.

I love connecting with kids. I love connecting with children of all ages to keep their imagination active because that's the key to happiness and imagination and creativity.

It's best not to stare at the sun during an eclipse.

New ideas are sometimes found in the most granular details of a problem where few others bother to look.

I'd say the most dangerous thing I've ever done is probably bungee jumping in Thailand...

It doesn't matter how good the enemy's weapons are. If he can't see you, he can't hit you. Cover, cover, cover. Make sure you're never exposed.