This is the fascinating story of how Amazon has succeeded. It is a biography of Jeff Bezos and Amazon together – they are inextricably linked. If you want to find out how to be an amazing e-commerce operator, read this book. It provides you with insights into what has made Amazon so great – ideas and methods you can emulate and achieve from if you adopt them in your business. The book also reveals what Amazon did wrong; it failed to deal adequately with the excessive heat in its warehouses, for instance. Importantly, The Everything Store points out that Amazon is not a retailer, but a technology company that happens to be able to sell things because of what it does with high-tech. If there is one thing we can all learn from Amazon (which was founded by someone with no retail experience) it is that selling online requires a constant focus on the technology, rather than the selling.