Have you read The Everything Store? You really should. It'll be a quick read for you. The amount of scumbag shit they pull hovers between maniacal, brilliant and evil. Some of the decisions they made in the early, early days was insane. Taken in the context that they were doing things that no one else had done, the level of innovation and problem-solving is brilliant. The games they played with competitors in the mid-2000s is sickening to read about while being a practical and smart business move. Added bonus, if you've read Isaacson's Steve Jobs, the similarities between Bezos and Jobs are, at times, uncanny. It's not that weird to see how two hugely successful companies were run by guys who were apathetic assholes. It is weird to see how they squeezed innovation and brilliance out of their teams and employees while being apathetic assholes. It's weird to see these employees talk kindly and with a huge amount of respect about their former bosses.
It's been on my list. We started hearing radio ads for Amazon in Seattle about 1997. It was kind of weird. It was like "it's a bookstore that you can't browse. How's that going to work?" The answer, of course, was cut-throat pricing designed to annihilate all competition.