????過去16年中，如果非要總結(jié)一下亞馬遜（Amazon）教會了我們什么,，那答案就是絕對不要低估它,。自從1994年杰夫?貝佐斯創(chuàng)立亞馬遜之后，這家電子商務巨頭已經(jīng)一再證明,，它有能力進軍新領域并成為其中的主導者,。如今，大批消費者在亞馬遜采購物美價廉的電子書和各種商品,，而且在次日甚至當天就能收到購買的貨物,；而企業(yè)界則紛紛采用亞馬遜的云計算服務維持日常運營。

????價格低廉,、種類繁多、快速送達,，這些或許能解釋為什么公司銷售額能以每季度40%的速度增長,。同時，這也意味著,，從長遠來看,，亞馬遜雄心勃勃的擴張計劃終將帶來回報，雖然外界仍對它的低利潤率和一部分賠錢賺吆喝的商品（比如Kindle Fire平板電腦）存有疑慮,。正如杰夫?貝佐斯所言,，公司是在投資未來。

????但在西雅圖市中心占地170萬英尺的亞馬遜總部,，運籌帷幄的并不是貝佐斯一個人,。本文將隆重介紹亞馬遜的各位重量級人物。

杰夫?貝佐斯

首席執(zhí)行官

????1994年,，杰夫?貝佐斯創(chuàng)立亞馬遜時,，公司只是一家網(wǎng)上書店；之后,，公司逐步發(fā)展壯大成為一個龐大的虛擬商場,。

????全球運營與客戶服務（Worldwide Operations and Customer Service）高級副總裁馬克?奧尼托在一所大學演講時回憶道：“當時，公司網(wǎng)站建設已經(jīng)花掉了原始投資人的大量資金,，但杰夫卻決定向競爭對手開放我們的網(wǎng)站,。” 雖然貝佐斯的決定最初遭到了各方的批評,，但奧尼托卻深信,，正是這一決定使亞馬遜成為目前年收入340億美元的行業(yè)巨頭,。

????最后，貝佐斯決定對云計算服務采取同樣的措施,，將數(shù)據(jù)存儲和計算能力出租給消費者,。通過電子書閱讀器Kindle，貝佐斯顛覆了現(xiàn)代的書籍模式,。僅去年12月份一個月,，公司便賣出400萬臺Kindle，而據(jù)巴克萊銀行（Barclays Capital ）預測,，明年,，亞馬遜電子書閱讀器的銷量將達到2,100萬臺。

????If there's one lesson we can take away from Amazon over the last 16 years, it's not to underestimate it. Since CEO Jeff Bezos set up shop in 1994, the e-commerce giant has proven repeatedly it can enter a new space and dominate it. Consumers flock to Amazon now for aggressively priced e-books and goods, then have those goods shipped two-day or same day; companies use the company's cloud-based services for day-to-day operations.

????Low pricing, a wide catalog and fast delivery explain why sales continue to rise 40% on average each quarter. It also means Amazon's aggressive expansion could pay off in the long run, despite concerns over low margins and items like the Kindle Fire, which are sold at a loss. The company is, as its CEO would argue, investing in its future.

????But Bezos isn't alone in calling the shots from the company's 1.7 million square-foot headquarters in downtown Seattle. Here's a "who's who" of Amazon's top brass.

Jeff Bezos

CEO

????Amazon's CEO launched Amazon as an online bookstore in 1994, then turned it into a massive virtual mall.

????"One day after spending quite a lot of money of our original investors' in building our web site, Jeff decided to open that web site up to our competitors," recalled Marc Onetto, Senior Vice President of Worldwide Operations and Customer Service, during a college lecture in 2009. Though Bezos' decision was first met by criticism from some corners, Onetto believes it helped make Amazon the $34 billion-a-year business it is today.

????Eventually, Bezos would do the same thing with cloud computing services, letting customers rent out data storage and computing power. And with the Kindle, he essentially helped transform the modern-day book. Last December alone, the company sold upwards of four million Kindles, and Barclays Capital predicts Amazon could sell 21 million of its e-readers next year.