 Amazon.    
 


     The Wall Street Journal.    Amazon     .

 Amazon     ,        :  ,       ,       .   ,  ,     .

        - Amazon   ,    .        ,  Amazon              ,?         .





 

 Amazon.    


             .



Dana Mattioli

The Everything War

AMAZONS RUTHLESS QUEST TO OWN THE WORLD AND REMAKE CORPORATE POWER








     Facebook    Meta Platforms Inc.,   (..    )       .



  .

                    .

     Andrew Nurnberg Associates Ltd.



 This edition published by arrangement with Little, Brown and Company, a division of Hachette Book Group, Inc. New York, New York, USA. All rights reserved.

Copyright  2024 by Dana Mattioli

 NOVA Creative Group,    , , 2026




 


        ,     ,      . ,        - Amazon,     ,  ,       .           ,     ,    ,   S-Team[1 - S-Team   Senior Team,     (.).    Amazon,           . . .].        ,   .      ,      .

  ,      ,    -   .        :     Amazon,  ,   , ,     ,         .         ,          ,    Amazon   ,      ,     .

        17     S-Team     Amazon.       .  ,           .   ,       :  ,  -, -,  .              .

  ,       ,   ,     .   ,  Amazon         (non-disclosure agreements, NDA),      .

    ,      ,        ,     ,  ,       .    ,           .

Ѡ2019    The Wall Street Journal,  Amazon.     ,          .   Amazon          ,     ,     .     Amazon     -         .       ,   :      ,   ,       .

          .




. 


  2017 27-     Yale Law Journal        .       :



Amazon     XXI.      ,    ,    ,   , ,  ,  ,    ,  ,       .    ,    ,        .    Amazon         ,      .          ,           [2 - Khan, L. M. Amazons Antitrust Paradox / L. M. Khan// Yale Law Journal. 2017. Vol. 126, no. 3. P.564907.].


 ,     Amazon (Amazons Antitrust Paradox),      , ,      . Amazon,   ,       -      .

  25 Amazon     -        .       :  ,      ,     ,  Amazon,    ,    .  ,      [3 -   (. Gilded Age)           XIX   XX. . .]     XX,      ,    -.

         .           .         96-        Amazon.  ,    -     ?[4 - Lebow, S. Amazon Will Capture Nearly 40% of the US Ecommerce Market / S. Lebow// Insider Intelligence. 2022. March 23.]        ,    ?           , ,            ?


* * *

    Amazon         .  2011      Open Markets Institute      ,    ,         .  Open Markets ,    ,       ,    .  ,   ,     ,       .            .

     ,     .      ,        ,   .

   ,  Open Markets,      ,     .   ,       :      . ,        .     ,     ,  ,     ,            .

      .     ,              .  ,     ,   .

      Amazon   .

  ,   :   ,      50    - Amazon,          .          [5 -  .    :          . .:   , 2011. 224.],      Pantheon Books.      .

   ,    :  ,  ,    .        80 ,      Amazon         ,  1950- .

   ,  ,      ,    1970- ,    ,     .      ,    ,             .    ,  ,        The Antitrust Paradox: APolicy at War with Itself ( : ,    ),  1978.    ,         , , ,  .

 ,      ,   ,  [6 - Bork, R. The Antitrust Paradox / R. Bork. New York: Basic Books, 1980.].        .      ,          .

            - .         ,     ,  ,         . Open Markets   ,              ,     .

         ,      ,  ,           .        Washington Monthly, CNN   .  ,       ,  ,           ,        ,   .

   ,        Standard Oil     ,     ,       .

 Standard Oil   1870            ,  -         ,      .   1880-  Standard Oil  90%      [7 - Yergin, D. The Prize: The Epic Quest for Oil, Money, and Power / D. Yergin. New York: Simon & Schuster, 1991.].

 1890,          ,        (Sherman Antitrust Act),       .

 1911       Standard Oil, ,        .    ,        Standard Oil,            ,           . ,      [8 - Standard Oil Company of New Jersey et al., Appts., v. United States [ ].  : https://www.law.cornell.edu/supremecourt/text/221/1 (https://www.law.cornell.edu/supremecourt/text/221/1)  : 05.10.2025.].

      Standard Oil,       ,  Amazon,  . ,     ,    .    Standard Oil         Amazon,  ,      ,    .  Amazon     ,                 .

   . Standard Oil              ,   .       ,       .        ,        [9 - Tarbell, I. M. The History of the Standard Oil Company. Vol. 2 / I. M. Tarbell. New York: Alpha Editions, 2020.].  ,      .                    ,       .

  , Standard Oil    . ,     ,            .    ,    :  Standard Oil     ,    ,      .

ӠAmazon                 .     ,        Amazon.com,             ,    .

Standard Oil     ,  ,     Amazon       .

    ,  Standard Oil  ,      (FTC),     .  ,      ,  1980-    . -     :        .  , Amazon      .

     :           .      , ,  ,    .

 2014        Standard Oil Amazon,   Amazon   $140       ,  Ford Motor Company.    Amazon      $241.           :           / [10 -  /    ,        ,   . . .] 372[11 - FactSet Data [ ].  : https://factset.com (https://factset.com/)  : 05.10.2025.].  : Walmart   16,  Apple  14.

     ,     ,        ,   - ,  , .

 2014 Harvard Business Review               .    Amazon       15,189%    $140    [12 - Goleman, D. The Best-Performing CEOs in the World / D. Goleman// Harvard Business Review. 2014. November.].    ,  1997 2014   Amazon   $2.

  ,    Amazon  .      ,  ,     -   Amazon.     ,           .   ,  Amazon     ,  .   ,        ,    .          ,    .   ,      ,    .                   ,       Amazon.

 ,        ,         .    Amazon Web Services (AWS)    .   , Amazon       :   ,         .            -  .

,   ,     Amazon  .  ,          ,   .       .

      -  :    Amazon ,    ,    ,     .        ,       .        :     .   Amazon   ,       .

   ,    .       Amazon.          ,    ,   .     Amazon,    ,  ,     .    ,          -     .    Amazon,        .

          ,      Amazon.  , ,    ,    2017   .            .  : Amazon   ,        .

      :             Amazon    .  ,       ,      ,   .     Amazon      ,      ,  .

     ,        .  2021,    32,             .      40 40 Time100 Next     ,  ,         . The New York Times     ,    .

              .      Amazon ,     . 26 2023       ,     .

        .  Amazon             .            .                   .    ,    Amazon,     .   :  ,        ,      ,  .

  ,      ,    . ,     .  Amazon   ,          .

      Amazon    ,     :          ,     .   Amazon   ,    ,    ,       .            .

 Amazon     ,    .         .          .           .

    .  , : Amazon   ,    ,         1990-     .




I.  





 1.    -


1994.    Ace of Base   The Sign,      .          :   KB Toys,   Hallmark       Waldenbooks,      .           .  ,    ,     ,   Claires   Spencer Gifts,       ,  ,      .

        1956.           .    .         ,     .

       .  1949   -   -           .    :      ,     ,   .    .        ,      .

     :    ,  ,       Sears JCPenney   .       :   10 000     .    ,         .         .  12           .   ,  :     .    -,       1.

  -  1980- 1990- .   ,            .

     ,         ,    .     , ,   ,   .    ,   ,  .      , 1970 2000     276 1017[13 - U.S. Marketplace Count and Gross Leasable Area by Type [ ]// International Council of Shopping Centers. 2023. January 3.  : https://www.icsc.com (https://www.icsc.com/).  : 05.10.2025.].

     .    ,  ,   ,    , , .

 1994     ,      . -            ,    ,        .     : Circuit City, Borders, Toys R Us, Linens n Things.           .

      ,     .    .   1980-    1990-       ,     3700      .    :   , ,    ,   ,         .

 Bed Bath & Beyond      Linens n Things,   ,    .      .    .

 90-   ,  ,   ,   ,           .    Gap Inc.,  1994  Old Navy   ,      ,     .    J.Crew,  1990- ,     ,       .

-    .  80- 90-   ,   ,    Goldman Sachs.    .

     .      ,     ,    .   ,    ,      .  .

  -   .  1989      Creative Elegance   ,  .  $500       .        .           .

    :    ?   ,    .            , , .     ,   ,  -.    ,  ,    ,   .

  Creative Elegance   ,        .        ,     $1,5.                .

   .       .  1993     23% [14 - Day J. C., Janus A., Davis J. Computer and Internet Use in the United States: 2003 / J. C. Day, A. Janus, J. Davis// U. S. Census Bureau, Current Population Reports P23208. 2005. October.].             ,    .   ,     JCPenney    ,    Toys R Us,    ,   .

 1994     ,     -     ,         -.


* * *

  30-          -   .  ,     ,      .

     D.E.Shaw    ,        .         ,    ,    ,      .          ,      .       ,       .       :       ,    Shaw   -    Bankers Trust.

  :        .      ,   ,     .

  ,     ,      .    ,      .  ,  ,         ,         .

       ,     .

       -.      :      ,    ,           ,     .

         .  -  [15 - Amazon CEO Jeff Bezos on The David Rubenstein Show [ ]// The David Rubenstein Show. YouTube. 2018. September 13.  : https://www.youtube.com (https://www.youtube.com/).  : 05.10.2025.].  -       ,    - .    :   -          唻,        [16 - Amazon CEO Jeff Bezos on The David Rubenstein Show [ ]// YouTube. 2018.  : https://www.youtube.com (https://www.youtube.com/).  : 05.10.2025.].      .

    ,  ,     .    :  ,       .    ,   ,    .

   .        .

,   . , ,    ,      ,         -[17 - Amazon CEO Jeff Bezos on The David Rubenstein Show [ ]// YouTube. 2018.  : https://www.youtube.com (https://www.youtube.com/).  : 05.10.2025.].

   . ,     ,       . ,  , D.E.Shaw         [18 - De Jonge, P. Riding the Wild, Perilous Waters of Amazon.com / P. de Jonge// New York Times Magazine. 1999. March 14.].   ,    -  .   ,  ,      The New York Times[19 - De Jonge, P. Riding the Wild, Perilous Waters of Amazon.com / P. de Jonge// New York Times Magazine. 1999. March 14.].  ,       .

 1994      ,    .

         ,    Amazon.    ,    ,   ,  D.E.Shaw   ,    .

       .   ,    ,    ,       D.E.Shaw.        Juno,    ,    NetZero.  ,    -,  Merrill Lynch.     .       , ,   ,      .


* * *

     ,    -   .     $1         ,       .    ,    $100 000  .     $245 000,    :     70%.   ,    [20 - Stone, B. The Everything Store / B. Stone. New York: Little, Brown and Company, 2013.].

   ,     Chevy Blazer,     .    ,       - 30  ,   -: ,  ,  ,  [21 - Sheff, D. The Playboy Interview: Jeff Bezos / D. Sheff// Playboy. 2000. February 1.].

     .         .    -       軠      .    .             ,      .       ,                  .         ,    .  ,     ,  Microsoft,         .    .


* * *

,        -,         .  ,      ໠    ,      ,  ,  ,    .

 1994  3%  -   [22 - Americans Going Online Explosive Growth, Uncertain Destinations [ ]// Pew Research Center. 1995. October 16.  : https://www.pewresearch.org (https://www.pewresearch.org/).  : 05.10.2025.],   ,   ,      .

     .  ,   ,    :     .              ,         .    ,    .      ,  I-Way,       .     ,     .

  ,  1996 The Wall Street Journal,         - :    [23 - Knecht, G. B. Wall Street Whiz Finds Niche Selling Books on the Internet / G. B. Knecht// Wall Street Journal. 1996. May 16.].

     .        .       ,     ,     .

  ,  -, 17-    19-  .       ,          ,       .        ,           .   ,       .

   .   ,     ,          .      :       ,  ,            [24 - Jeff Bezos: Cleverness Is aGift, Kindness Is aChoice, Princeton-2010 [ ]// Speakola. 2010. May 30.  : https://speakola.com (https://speakola.com/).  : 05.10.2025.].     :   ,        .      ,    - [25 - Cook J. Jeff Bezoss Mom: IKnew Early on That He Was Wired aLittle Bit Differently / J. Cook// GeekWire. 2011. May 8.].

      ,   .        ,                .

          .  30            ,          .


* * *

     ,    :   .       ,  .    ,   -   .

     Cadabra       ,  ,           -.       : cadabra     cadaver ().   1995      Amazon.  ,         ,   .   ,     A    [26 - Sheff D. The Playboy Interview: Jeff Bezos / D. Sheff// Playboy. 2000. February 1.].

    .  ,  ,        ,      ,    D.E.Shaw       (              -).       :      ,   .

 ,     ,     ,  .       Amazon       ,  $45 000.

      ,  .

  Amazon    -  .

          :    ?         .  :   -,        ?    .      ?,  .

 ,        Madrona Venture Group,    ,    .   -,      .   1995   :  ,        .   60     ,   .   [27 -   ( -)   ,           . . .]   $50 000[28 - Cook J. Jeff Bezos Had to Take 60 Meetings to Raise $1 Million for Amazon, Giving Up 20% to Early Investors / J. Cook// GeekWire. 2013. December 1.].     ,   -,     ,           .       ,     ,    .

    : ,   [29 - Alberg T. Flywheels: How Cities Are Creating Their Own Futures / T. Alberg. New York: Columbia University Press, 2021.].    50 000.        Amazon    20,       .

 ,    Perkins Coie LLP,  ,      .        : ,     ,   .     ,       .        .      ,    .

,   : ,     ,  .  :       .        蔻.




 2.   


   Amazon     ,   .    ,     ,   ,  ,  - ,    .

   ,   ,       ,   . -      ,       .

   70-         Amazon,      ,    .  ,   Amazon,      Amazon.com,    Kaleida Labs    Apple IBM.    ,          ,          (MIT),      .

   Amazon,       ,         ,     1994    .          ,  90-   ,    ,  Nirvana Pearl Jam.     ,    .   Amazon      .     ,      .       ,           .

      Crocodile   -,    ,  R.E.M.          .  ,     Amazon, :   :    ,      ?            唻.   ,          ,  ,      ,        .

16 1995 Amazon.com .    : - ,  ,  .    :   ,   .     . Amazon     ,        Ingram Baker & Taylor.    , Amazon     ,    ,    .        -      .           .

,     Amazon       ,          .     ,      ,    .             ,      .

    ,       ,    .      Amazon      $12 438[30 - Spector R. Amazon.com: Get Big Fast / R. Spector. New York: HarperCollins, 2002.].   1995    $511 000.        : ,   ,   ,        Amazon.             .              .

  ,      -,      .       ,            ,    .  , ,      , ,            :  ,     .    .       ?   ,   ,   ,  ,   .        ,   .

         .          ,  ,   .   ,      ,   .                 .

   ,       ,    .    ,      .         .     ⠫-,      ,     .

 , ,     ,   ,       .    . ,         ,      :   ,      .                  . ( Amazon ,     .)

,       ,    Relentless.com (,         Amazon.com),       Amazon.     ,   ,   relentless (, )[31 - Stone B. The Everything Store: Jeff Bezos and the Age of Amazon / B. Stone. New York: Little, Brown, 2013.]  ,      ,               .

      ,   ,   Amazon    ,       .   Amazon ⠫       .  ,         ,          .                .  ,    ,       200 ,  .      .

      , ,   ,    ,    Amazon   .         [32 - Spector R. Amazon.com / R. Spector.].      :  ,  -   Elliott Bay? ,             , :   Elliott Bay.  ,    .   ,   ,       ,  ,  .  ,    -     . ( , Elliott Bay     .)

      ,   .       ,          ,  [33 - Spector R. Amazon.com / R. Spector.].             .   ,          ,    ,   Sears   Home Shopping Network. EBay  1995,      ,  -.

   1996.     ,         ,            ,  . (Amazon       .)     Amazon   ,  -   .    ,            ,    . ,     ,   , ,        .  ,     ,          ,  .     ,       ,       .

     .      .        .  ,          .  ,    - Amazon, ,     ,      .   ,  .         ,     ,    .      ,   ,   ,  . ,          ,    .     .     ,  , ,     .    ,    .

      ,  ,  -        .    :    Amazon       .        ,     .  ,       ,  .     .


* * *

      .

 Amazon  ,    1996      150[34 - Spector R. Amazon.com / R. Spector.].

       .     IPO                    ,    . -   ,    ,   Barnes & Noble,       Amazon        .   IPO Amazon    Deutsche Morgan Grenfell    Perkins Coie LLP Wilson Sonsini Goodrich & Rosati.   ,   ,   Amazon IPO Perkins Coie.    ,      .     $37,  2,5    $13  ,    $300.    Wired ,        ,    $6   ,    ,    [35 - Amazon.com High on IPO. So Is Its Valuation// Wired. 1997. March 26.].

    -   ,      .      Netscape      IPO -.     150%    ,        -.    ,  IPO,    .

          ,       -.           .    :              .     .       . Amazon   ,          ,    $6   .    Amazon     ,  IPO    ,       .           ,      -,       -[36 - Swisher K. Amazon.com CFO Sells Investors on the Merits of Losses for Years / K. Swisher// Wall Street Journal. 1999. March 25.].

    IPO    .   Rambus       Amazon,         . Rambus          .    IPO     Ralph Lauren,    ,   $117,3   $767[37 - Special Report  Year-End Review of Markets & Finance  WSJ Interactive Edition// Wall Street Journal. [n. d.].].

 Amazon  : ,    ,    ,  . Amazon    Barnes & Noble.

,     ,   .      ,   ,  Wilson Sonsini.  Amazon       ,   .

       .   IPO        .   ,              :   ,   ,    ,    .     ,    -   .      Amazon,        .    ,      ,    .

 ,   Deutsche Morgan Grenfell,    -,   ,      .    $16  ,      [38 - Levy A. How Jeff Bezos Convinced Frank Quattrone to Add Another $2 to Amazons IPO Price, Recalls John Doerr / A. Levy// CNBC. 2017. May 15.].

  .     Amazon     CNBC,        :  $17?     : ,    $18?      , ,        .            $18  [39 - Amazon Would Price at $18 / A. Levy// CNBC. 2017. May 15.].

  ,    ,      .   ,    ,      .  ,      , : $18! $18!  .

15 1997 Amazon      $18  .        .   ,       .   $54.      $23,5, Amazon    $560    . ,     50%  ,    .      ,          :    ,  .  -   ,        : . . .

       ,  IPO              .


* * *

  ,      . IPO    ,    Amazon   .

     Amazon   Barnes & Noble   .     Barnes & Noble,  ,   .    ,    .       Barnes & Noble Amazon       40%    2,5 .    .       ,     [40 - Amazon.com Announces New Pricing and Twice as Many Titles [ ]// AboutAmazon.com Press Release. 1997. March 17.  : https://www.aboutamazon.com (https://www.aboutamazon.com/).  : 05.10.2025.].

 Amazon     Barnes & Noble  -,       ,  .           .     :   ?      Axel Springer[41 - D?pfner M. Jeff Bezos Interview with Axel Springer CEO on Amazon, Blue Origin, Family / M. D?pfner// Business Insider. 2018. April 28.].

        Amazon     $1,3,    $148,     180 000 1,5.     $27,6.

 ,      .    ,      .         ,  . (Amazon ,    .)  ,  Amazon 1999, ,           ,   ,   :     .    ,       .

,     , ,               .

Amazon      ,    ,    . ,    ,      .    ,        .

     , Amazon          :        ?   :     ,    .   ,    ,    [42 - Amazon CEO Jeff Bezos on The David Rubenstein Show [ ]// YouTube. 2018. September 13.  : https://www.youtube.com (https://www.youtube.com/).  : 05.10.2025.].

 1998,      Amazon,      ,         ,   ,            .

 -   , ,     Amazon. -     -, -   DVD.     ,        .     Amazon     .   ,      Ingram Baker & Taylor,     Valley Media,      .

       ,  ,    ,   .   -,     ,  Barnes & Noble,   ,  . ,   1998,      .          .      ,   , ,   Amazon 1997.   .      ,  ,  , ?       ?    .    ,           .

          ,      .   1998 Barnes & Noble      Ingram   ,        . Ingram    Amazon,   40%   1998[43 - Amazon 1998 Annual Report [ ].  : https://www.aboutamazon.com/ir (https://www.aboutamazon.com/ir).  : 05.10.2025.].

Amazon     ,       , ,       .     ,   :          ,  .   Amazon , Barnes & Noble ,  .        ,       -   ,     .

   :       Amazon          .      Barnes & Noble 1998,   .  Amazon        $610,   $3 Barnes & Noble.    .     Amazon , -     . Barnes & Noble :  ,    $6    4 , , , ,   .    ,  Barnes & Noble, Borders      . ,       [44 - Carvajal D. Bookstore Goliaths Fax to the Finish / D. Carvajal// New York Times. 1998. November 9.].

   (FTC)     Barnes & Noble   Ingram.  ,      Amazon  -. (   FTC   Amazon , , ,  Amazon    .           .   FTC     ,    Amazon    .)

ʠ1998 Amazon           .    $1,6,           Forbes[45 - Cuccinello H. C. Jeff Bezos through the Ages: The Worlds Richest Person in Photos/ H. C. Cuccinello// Forbes. 2019. October 1.].       ,   $124   ,     ,   . Amazon       ,        .   ,    ,   .    .    , -        Amazon   .

        ,      .     - -   .

      ,       .    , , ,   ,    .   -   .  ,           .       ,          ,  .

        :     ,      ,        -[46 - Bezos J. 2020 Letter to Shareholders / J. Bezos// About Amazon. 2021. April 15.].

   .        2000-,         -,  Amazon (    90%),      ,      [47 - Davis A. At One Point, Amazon Lost More Than 90% of Its Value. But Long-Term Investors Still Got Rich / A. Davis// CNBC. 2018. December 18.].

 Amazon      .


* * *

    ,    Amazon  ,     .        ,    1999      -.   Amazon ,   ,       . ,  .    [48 - Swisher K. Amazon.com CFO Sells Investors on the Merits of Losses / K. Swisher// Wall Street Journal. 1999. March 25.].

   Amazon  ,    ,      .     .         .       - ,   ,    PR- Amazon.    -,    Nasdaq,        .    -     ,  .

13 1999,         ,   Amazon   . -       .     Amazon  ,   ,      .  ,  Amazon     ,    .      ,  .        Amazon.

     Walmart       .          ,  Amazon   .  :    ,      -        :       .  , ,   -  , Amazon  .    ,  .

 Amazon         . ,    Amazon   ,     ,      .

        ,   Amazon      ,       .    ,   Linens n Things 1988 2006,    37009300       ,   ,         .   Amazon,      ,       .   ,    ,   , Amazon      .     .

,      ,    Linens n Things,     .      ,         ,     .  Amazon    ,           .       .          ,  .    $25  - Linens n

Things   $100,     .       ,  .

      .   1990-  , - Target,  $10 000   Target.com,     .  :    ?     Targetstores.com,  ,   Toys R Us.

    ,     ,  , -     ?   .  Target,   ,         ,     :    .     .

    ,    ?   ,  ,  Goldman Sachs.    : -    ,       .        -,     -.    ,    ,      . Amazon    -,   -      ,   .

     .  1999 Amazon   11  ,    $30.        Time.      -       [49 - Jeffrey Preston Bezos: 1999 Person of the Year// Time. 1999. December 27.].

      Amazon 1999   .

   Amazon         ,     eBay.      ,  eBay        1995.    ,  .  eBay ,  : ,  .    eBay   -, -  .

  :     ,     eBay, ,   Amazon,   . -               .   ,     .  eBay     ,    . eBay       Amazon,        .    ,    ,    -,     IPO[50 - Kawamoto D. eBay Roars into Public Trading / D. Kawamoto// CNET. 2002. January 2.].

  Amazon  ,     eBay,   ,   .  12      ,        eBay.

    ,      Amazon,      ,          .  1999 Amazon       [51 - Leibovich M. Amazon to Offer Auctions / M. Leibovich// Washington Post. 1999. March 30.].   ,     8%.

   .       ,   ,       .   ,    eBay  ,   .

       Amazon,           ,       , Amazon Marketplace.       -.  2000 Amazon         ,       .      Amazon     .

Marketplace  ,       ,    ,         .

    . ӠAmazon  ,       .  , ,    -   ,      ,   Tower Records,     ,    CD   Amazon.com.       , Amazon  ,           Tower Records.  Marketplace  Amazon    : ,    ,       .       .

  ,     Marketplace.        ,    ,      .    ,   ,  ,    Sears[52 - Sears, Roebuck and Company,     Sears,  ,      . . .] XXI.     .    eBay               Amazon,         . Marketplace      ,      . Amazon          .      ,         .       ,     ,      - .

Marketplace      ,     ,  ,      .   ,   ,   .  ,   .    ,      .

  XXI Amazon  ,     ,       . Marketplace      .

   1999,    Marketplace,   Time  ,  ,    .     - Amazon   -,  -     ,              .            .           :     Amazon   .   .    [53 - Quittner J. Person of the Year: An Eye on the Future / J. Quittner// Time. 1999. December 27.].

    ,   :                 ,        ,   .        ,   ,    ,   , , .




 3.  MBA


   IPO Amazon    :  600    1997 7600    .       ,         MBA,    ,       .    ,    ,   .

   .         :        .  ,  ,   ,     Amazon.

    ,   ,     .

 IPO     MBA.  ,    ,      Amazon.    , ,   ,     . ,  []       ,     ,  .  Amazon     ,        ,  .

  Amazon  ,         ,  ,    ,      .         :  SAT ( ,      )       ,    ,  -.

    :        ,      .

     Amazon.    ,     ,   .          .


* * *

 1997,   ,    ,  Amazon    ,         Amazonia[54 - Marcus J. Amazonia: Five Years at the Epicenter of the Dot.com Juggernaut / J. Marcus. New York: New Press, 2004.].   ,       , , ,   ; ,   ; ,   ,   ,           .

     MBA.    ,       .       , ,      -.    ,    ,    ,    .

       ,   MBA     ,   CD,     .       .

    ,     ,       .  IPO Amazon        -.    ,  ,   11,  .        -,       ,           ,   Apple.       ,      .

      ,   Amazon   .      Deutsche Morgan Grenfell,       Amazon,     ,      .   :          ,           .

          Amazon      ,     -.     .      ,     .   ,  ,         ,    .             .            - - ,  1987    [55 - Jeff Blackburn [ ]// Concord-Carlisle High School Athletic Hall of Fame. [n. d.].  : http://www.cchshalloffame.org/blackburn.html (http://www.cchshalloffame.org/blackburn.html).  : 05.10.2025.].              .

       .    ,       ,  ,          .       ,        .           .

           ,  [56 - Jeff Blackburn [ ]// Concord-Carlisle High School Athletic Hall of Fame. [n. d.].  : http://www.cchshalloffame.org/blackburn.html (http://www.cchshalloffame.org/blackburn.html).  : 05.10.2025.].               .     Bridgewater Associates, -   ,     .  Bridgewater    :     ,          .      ,    :  ,     .   .

   MBA    Morgan Stanley,   Deutsche Bank          .   IPO Amazon    ,        .

 ,   MBA       MIT,  -      Amazon.   32      Six Sigma    ,       .

 ,   MBA- ,        . Amazon    Delta Air Lines  ,     ,     Apple,      .

    Amazon,     :  ,  , , , . ,       ,  ,  .

 ,  -,    ,   MBA.             Amazon,  IPO .

 ,       -,    1999.        MBA,     ,       .

 Amazon    ,   ,    .    -   .      ,  1,   1999    .  ,        ,     ,    ,   .        ,    ,   1990-      ,  2001   S-Team.

           Amazon,       .  S-Team     ,    .        :       ,      ,        .

       S-Team  .          [57 - , .   / . ; . . : Corpus, 2022. 560.]   [58 - , . .    / . , . ; . . : , 2023. 400.]      ,      -     .    ,  Losing the Signal ( )         BlackBerry. -        -   -,      ,     .   BlackBerry     Apple Google       .     ,       ,      S-Team.

  ,            .     ,    .     ,  ,    ,      .  ,   ,   .

       ,     .  :    , ,    ,    ,   ,   S-Team,  Amazon 2004 2012. , , , Amazon   - .

  ,   ,     .   2001           Amazon,   ,     .    ,   , ,    .      .     ,       ,    .

     ,  .       Amazon.  ,  ,  ,      . (   ,      .  ,   Amazon,            .)

   ,    蠫 .   ,     ,         ,   ,   .

         .    Amazon                 .      ,   .

          ,  Amazon      .  ,   Amazon     ,              Frontline.          ,   ,     [59 - Jacoby J., dir. Amazon Empire: The Rise and Reign of Jeff Bezos / J. Jacoby// PBS Frontline. 2020. February 18.].

  ,     ,      .       .

    ,   ,  S-Team 2013.        .      General Electric    :       ,        .

   ,      :           ,     .

   ,                   .     ,    , Amazon   ,      .         .

         , ,    ,     .    1990-    ,  Intel. Ѡ1980-  Intel  ,   stack ranking    ,        . ,     5%,       ,      . General Electric       :    10%  .

        Amazon,        .  , ,    ,     ,     ,    .     ,    S-Team, ,   :   200 ,    ,    20     ,    - ,      .           . ( Amazon ,   stack ranking  ,  ,         .  ,    S-Team    ,  Amazon    [60 - Long K. A. Internal Amazon Documents Shed Light on How Company Pressures Out 6% of Office Workers / K. A. Long// Seattle Times. 2021. June 21.].)

    10%  .       ,      ,  ,  ,    ,      . ( Amazon     6%   .)

  ,      -,      .          ,     .

  ,      :       ,         .   ,  .     :    ,    ,   .          :    ,      .

 ,           .  - ,     ,   .   , , , ,        ,     ,     .

 ,  Amazon 2011, :    ,        Amazon.  ,        ,  ,          . ,      ,      .   ,  .

   Amazon  ,         ,            .      ,  -        .       ,    .

  Amazon   .   ,   ,   ,     13   2020.   ,    .       ,    ,     .

  , Amazon     ,        .    60%        . Ѡ2002   : 5% 15%      , 40%      ( ,     ).  ,        .      .           ,             .

  ,      ,      ,      ,   .


* * *

        ,         ,     Amazon   .         :  ,      . Amazon      ,     -.    .

      .   2000- Amazon     -.     , 2000       $2,8.  , Amazon    :     ,        .               , Amazon    .

     ,       .   ,    , -   ,  Amazon         , CD  .    .  ,  Amazon   .        ,     ,   ,  ,     .

       -  ,  Amazon  ,    .   .           ,  ,      Amazon.

 , Amazon  ,      :     -,    .       ,       -.      ,   . ȠAmazon  :        .

  ,    Amazon     ,         -,      .    , Amazon     .

 S-Team ,     Amazon (        ) ,  ,   .    ,       S-Team.  :    , Amazon        .   ,  Amazon .  .

 2000 Amazon   Toys R Us      .           ,        .     Toys R Us           .      Amazon     Amazon   .

  Amazon    :     ,       ,      .   Amazon    Toys R Us Babies R Us   ,     Target    Borders.

 Toys R Us    ,        .         Amazon.com    Amazon $50 ,            . Amazon      5%  Toysrus.com, Toys R Us       Amazon.

   ,     Amazon      .   Toys R Us Amazon ,      $86    .   Amazon   ,        ,      .  ,      -  ,      Amazon.

  ,  -                .     ,  Amazon     .  ,       .   Toys R Us,   ,  Amazon   -.

Amazon     :       -,  ,  , ,    .           .      Amazon     .     ,      ?

 2000       ,    , ,   ,      Toys R Us.

   Toys R Us     ,     Amazon  ,    .

  ,  -     , Amazon       . -     ,   -    . Amazon          ,     ,  ,     .   2000-     .       ,     .   ,     ,   ,              .   ,     -,     . Amazon   .

 2001   Borders  Amazon      .        ,     .  ,  CEO Borders, ,    ,   -     Amazon      .

    ,    -, Borders       Amazon.  ,  CEO  2009,      .  Amazon     ,    . Amazon        - . Borders   .

       :   .    ,  .   Amazon   ,     . Amazon            ,  .

 Borders           ,  11 000   ,   400 .      ,  .

        . Amazon    ,      ,       .

  Toys R Us       .  ,  Amazon   ,     Amazon.com  . Toys R Us  4000 ,       [61 - Mangalindan M. How Amazons Dream Alliance with Toys R Us Went So Sour / M. Mangalindan// Wall Street Journal. 2006. January 23.].         Amazon.   Marketplace         , Amazon     ,        ,    Toys R Us.

   ,     Amazon    Toys R Us     .  2004               Amazon,     . Toys R Us  ,      ,  Amazon      .       Amazon,      ,  ,   Toys R Us,         [62 - Mangalindan M. How Amazons Dream Alliance with Toys R Us Went So Sour / M. Mangalindan// Wall Street Journal. 2006. January 23.].

        .




 4.  


 2003,       ,  Amazon    . Amazon         ,     .   -     ,      .     , ,     ,  Amazon   -  Sears.      , Amazon          -,      .

 Amazon,             .       ,  ,    , ,      ,      .

,   ,  ,          ,      ,      [63 - Fireside Chat with Michael Skok and Andy Jassy: The History of Amazon Web Services / Harvard Innovation Labs. 2013. October 21.].

 2001     .    ,     ,   , ,  ,   .     ,            .

    Amazon    ,     ,    .    ,      ,   .       .

       ,  ,   . ,  ,   ,     - ,  .     -    ,      ,    ,    [64 - Fireside Chat with Michael Skok and Andy Jassy: The History of Amazon Web Services / Harvard Innovation Labs. 2013. October 21.].        ,   Amazon    ,          .

 ,      ,   :     ,    ,      .                 .    ,    ,      ,        .

     Amazon.com    ,     ,  -        .  ,    ,      .      .

,   ,      ,  ,   ,         [65 - Amazon Web Services CEO Andy Jassy, Full Interview, Code 2019 / Recode. 2019. June 10.].     :     ,  70%         .      ,  Amazon     ,     .      , ,      [66 - Jassy asked the S Team to provide: Fireside Chat with Michael Skok and Andy Jassy. [n. d.].].

  ,      ,    ,              -.           .        ,      .     .

      S-Team      (vision document), ,       -. Amazon       -,     .                .         ,            ?      ,    Amazon,        .           Amazon.

      .   ,            $1,     $10     .  ,      :    , -,  , .   S-Team  57        ,     [67 - Swearingen J. How Amazon Web Services Reinvented the Internet and Became aCash Cow / J. Swearingen// New York Magazine. 2018. November 26.].  ,    .       .

       ,    .    ,              ,      .                 -  ,     .           -,      . Amazon     .

 2003,      AWS,     ,   [68 - Gilmore N. The Forgotten History of How 1960s Conglomerates Derailed the American Dream / N. Gilmore// Saturday Evening Post. 2018. November 1.].     :   -   ?   -    ?    ?         -,     ?     Intelligencer.

  Amazon       .     .  ,  Marketplace,            Amazon,    ,      .    ,  Toys R Us, Borders  ,   Amazon    -,    ( Toys R Us    ).            ,    .          ,       .

  2006 AWS          Simple Storage Service (S3).         15   .        Elastic Compute Cloud (EC2),          .    .

  ,    : -   ,     .  AWS ,     .   ,    ,   Amazon    ,     ,        ,         .  2021 AWS       Amazon.

    S-Team 2003.

AWS    ,                .            Apple  Goldman Sachs      . (, ,     - Amazon Web Services, Apple,   Amazon   ,    ,    $2   AWS.)

,   , AWS  Amazon         ,     .  AWS    Amazon      ,   ,        . (:       ,             .)


* * *

Amazon     , AWS   .                .

  Amazon     ,   . ,      ,  Amazon   ,      -    -.     .

 1960-       ,                  [69 - Our History [ ]// ITT. [n. d.].  : https://www.itt.com/about/history (https://www.itt.com/about/history).  : 05.10.2025.].   ,      ,     ,        .   ,              .

  ,      ,  ITT Corporation.    1920      International Telephone & Telegraph.  ITT       ,  1960 1977       350 ,   150  ,   Sheraton,   Avis   Continental Baking,     Wonder Bread[70 - Gryta T., Mann T. The Long Shadow of GE Capital Looms over GE / T. Gryta, T. Mann// Wall Street Journal. 2018. March 25.].

,    ,  :        .     ,     ,       ,   .     ,     .

        General Electric,  1892     . . .         ,     .      ,       :         . ӠGE     GE Capital,   ,       $600:    ,     [71 - Zweig J. GE and the Belief in Management Magic / J. Zweig// Wall Street Journal. 2021. November 13.].        . GE    ,   .       ,    .    - NBCUniversal.  ,  CEO GE,   1981 2001,          [72 - Frank R., Sidel R. Firms That Lived by the Deal Are Now Sinking by the Dozens / R. Frank, R. Sidel// Wall Street Journal. 2002. June 6.].    GE   .

      1990- . ,   Tyco International      700     ,              [73 - Hedge Fund Third Point Pushes UTC to Split into 3 Businesses  Letter / Reuters. 2018. May 4.].         ,        .

 ,        :    ,                .             .  1990- GE          .          .

      ,   ,      .     .   GE, ,   ,      ,   .      .

   XXI      .            -,       ,     . -       ,        .     2008        ,   ,     ,      .   :           .         .

  (      )  -  .  ,  ,  ,          -,          .  2006     Time Warner Inc.  AOL           .

            XXI     ,   Amazon   .        ,     ,  ,  ,      ,   .     ,       ,         ,    . , 2018  - Third Point,  1995  , ,    United Technologies     .   ,    , Third Point ,        -  .

           ,  ,  UTC       ,   Third Point    [74 - Yergin D. The Prize / D. Yergin. New York: Simon & Schuster, 1991.].  2020 United Technologies   .

             .  Standard Oil     ,    ,    :    1911      .           [75 - Stevens M. Samsung Heir Elevated to Chairman after Jail Stint / M. Stevens// New York Times. 2022. October 27.].

    ,       ,         , , General Electric, Samsung Electronics Toshiba.  ,        ,     ,  -  : -   ,      .         -. General Electric Toshiba     .   Samsung          [76 - Gryta T. The End of the GE We Knew: Breakup Turns aPage in Modern Business History / T. Gryta// Wall Street Journal. 2021. November 9.].

 Honeywell, DowDuPont, Tyco, ITT   General Electric    :  ,     ,  .       ,      ,  ,      ,    -.      :      ,  ,  - .

 2021 General Electric       : GE HealthCare Technologies, GE Aerospace GE Vernova      . ,   ,    ,    The Wall Street Journal   GE, ,  ,   GE  -   ,       ,  .  ,          ,    ,    -  [77 - Gryta T., Mann T. GE Powered the American Century  Then It Burned Out / T. Gryta, T. Mann// Wall Street Journal. 2018. December 14.].       -   ,        ,  2018  ,  CEO General Electric[78 - The Worlds Most Valuable Resource Is No Longer Oil, but Data / The Economist. 2017. May 6.].

   ,          AWS,        .          ,     :   ,        .    , Amazon    .


* * *

       ,     Amazon.com         ,    . Amazon           ,   .     ,       .

       ,          ,  Amazon       .

    ,  Amazon    ,   ,  Amazon Studios 2017.      ,      ,       .   Amazon  ,       ,  ,     . Amazon      ,  ,    .

 ,  Amazon    ,      ,   ,         .     ,     ,      Amazon          .     ,    .   , -    .

        ,     .  Amazon    :   AWS     .            ,   ,     .

  ,  Amazon    .   ,            ,       .  2000- Amazon       .     ,      ,     ,     Amazon, ,    AWS.

   , Amazon         .     ,   .     ,      , Amazon    :    ,     ,     .

 2006,    AWS, Amazon   Amazon Unbox,       .        .    Amazon Studios,   ,   2010.  2007 Amazon    ,       Amazon Fresh.         Kindle       .    Amazon     ,        . Amazon    ,   ,      .

 2008 Amazon  Audible,      .

 .                  ,   ,   S-Team.     ,      ,    .   ,           AWS.

   Amazon    AWS,       .    ,   . , 2008    ,            .     ,      ,          Amazon.

   . Amazon     ,        .     .  2005 Amazon   Amazon Prime,       .        ,     .

 Amazon  ,              .   ,          1990-     .   .     Amazon      .

 Amazon     .     Amazon.com,    ,     .    ,      ,  ,   .       ,   .

  Amazon      ,     .        .      ,         Amazon.   ,   .   ,      ,     .   ,    Amazon.   ,        .          Prime Membership,     Amazon Prime     Amazon.com.     Amazon.com,    ,     ,      Amazon Fulfillment,             Prime.   ,   .

    Amazon    ,           , ,    ,      ,    Amazon.     Amazon  ,      .

    .     2006,  Amazon  AWS,    :    Amazon  ,   ,      ,  ,     .     ,    .     ,         - .        ,   ,    ,     .

          :          ,         .   ,       ,      . ,  ,  :   .    Amazon            ,      ,  ,        .    ,    ,         FedEx, Google, Netflix, Microsoft Kroger.

    ,          , Amazon,       ,     (       ).


* * *

 Amazon     ,    .      ,       .  , Amazon       ,     .    ,                        ,  .           Amazon     ,    .   ,   ,   :      Amazon.    ,             .

  Amazon   ,    .  ,     ,      Amazon Marketplace,        .          Amazon.

Amazon     ,     .  ,      ,  Amazon    .     .       .      ,    ,   :   Amazon,  ,  ,      . (            .)

  Amazon     ,        .        ,     .  ,      ,   Amazon , ,      [79 - Wingfield N. Amazon Opens Wallet, Buys Zappos / N. Wingfield// Wall Street Journal. 2009. July 23.].

   ,     .    Amazon,     ,             ,       . ,    ,      ,     .


* * *

    Amazon         .      ,            .       . ,       ,       ,          ,      . ,    ,      Amazon.

 2009 Amazon   Amazon Basics.         ,    DVD AV-.   : Amazon              .  Amazon       ,  ,      .

 -    .       :              Amazon Basics.        .

    Amazon         :   ,      .      ,       (     ).           .             ,    ,   ,     ,         .    5000 ,     ,   ,   ,   Amazon Basics 2012.        ,    .       ,    USB-  ,    ,       Amazon Basics.            ,  ,   ,      .

Amazon Basics      .    ,  Amazon Basics 2011,     ,    ,   .         .   ,  .

    :        , Amazon       ,     ,  Microsoft  Apple.       Amazon,     ,        (  Amazon Marketplace)? , Amazon Basics         .        ,   .       .

 ,     ,  Amazon          .       HDMI-,    ,  .   HDMI- Monster   $79 $119.  Best Buy        $30,     . Amazon Basics        $68.      .    ,  .

     ,    ,  Monster,        ,     .    ,  Amazon Basics        Best Buy.    ,  ,      ,  . Amazon    ,       :   ,       ,  . HDMI-      Amazon Basics,      .   ,   ,  .   ,     .


* * *

    Amazon      ,   2008        .           ,  2008   $280   Audible.    Amazon   $850  -  Zappos[80 - Amazon Scoops Up High-Volume Diaper Company Quidsi / SFGate. 2010. November 9.].  Zappos     Amazon   , ,      ,        -   .    Amazon          .  Zappos    , Amazon   .

 Amazon       :  ,  ,        -,   Barclays Credit Suisse,      Skadden.          .

  Amazon             ,  Amazon  .   Quidsi  ,     .

 2009 Amazon       -,     ,     ,        .

 ,  1971   - -,    .           - .          .      ,        .   ,             .

     .     Sanwa Bank ,     1990-  .    ,      ,    -.   ,     ,      .

  ,  -     ThePit.com,   Topps $5,7 2001,    -      .

 2005    Quidsi    Diapers.com.           .  2010 Quidsi    500         ,  , ,    [81 - Internal Report Regarding Marketing to Students and Moms (internally annotated). 2010. Amazon internal document.].       ,     .

     , Amazon     .     ,  Quidsi       24 ,          .

Diapers.com          ,   ,     . Amazon     .    ,            ,     .

  Amazon   2010 ,       :



       Amazon:      ,     ,         .     85%    ,     ,        , 93%.    , 85%   ,      ,          $10 000.   Proctor [sic] and Gamble,     ,     57 ,      23.    Amazon     ,         , ,  ,  Amazon       .

 Amazon Mom           23 (17 ).      ,      ,       .     Amazon    ,   ,         ,   ()    ()%   2015[82 - Diapers.com  looked at them ever? [ ]. 2009. February9.  : https://democrats-judiciary.house.gov/uploadedfiles/00151722.pdf (https://democrats-judiciary.house.gov/uploadedfiles/00151722.pdf).  : 05.10.2025.].


        , Amazon      .      Quidsi.

 ,       Amazon,   2009     Diapers.com    ?     Quidsi     .      ,       .           ,  .

      Quidsi[83 - Benchmarking  Diapers.com [ ]. 2009. May 12.  : https://democrats-judiciary.house.gov/uploadedfiles/00142833.pdf (https://democrats-judiciary.house.gov/uploadedfiles/00142833.pdf).  : 05.10.2025.].           ,   ,     Amazon,   .         Quidsi,    .        :   ,     ,      .     ,         Amazon[84 - Herrington, D. to Furphy, T. et al., FW Diapers.com  looked at them ever? [ ]. 2009. February 9.  : https://democrats-judiciary.house.gov/uploadedfiles/00151722.pdf (https://democrats-judiciary.house.gov/uploadedfiles/00151722.pdf).  : 05.10.2025.].

Amazon  12-    Quidsi.       :      Diapers.com,        18:00  ,   ,   ,   Amazon      ,  Quidsi. ,       ,     ,  -   .     ,    [85 - FW: Soap.com [ ]. 2010. June 8.  : https://democrats-judiciary.house.gov/uploadedfiles/00132026.pdf (https://democrats-judiciary.house.gov/uploadedfiles/00132026.pdf).  : 05.10.2025.].

Amazon      Quidsi.             .     2010,     ,    :        30%    Prime   .     ,  ,           [86 - Diaper Customer P&L [ ] Amazon.com internal report. [n. d.].  : https://democrats-judiciary.house.gov/uploadedfiles/00000001.pdf (https://democrats-judiciary.house.gov/uploadedfiles/00000001.pdf).  : 05.10.2025.].  ,          ,   ,       . Standard Oil      ,       .  Amazon ,  -                .

 ,  Amazon      30%,        Quidsi     Amazon.   - Quidsi,    .        Quidsi,         .

    Amazon   ,   ,     Quidsi.   ,  Amazon  $12    .   ,  Amazon  $200   ,    [87 - Mattioli D. How Amazon Wins: By Steamrolling Rivals and Partners / D. Mattioli// Wall Street Journal. 2020. December 22.]. Quidsi  2005     .     Amazon. Quidsi   $100   ,   ,     .

,   Amazon,  .     ,  .     ?  Amazon   ?         .       [88 - Lore M. Interview with Tony Gonzalez, Wide Open with Tony Gonzalez (podcast). 2019. November 11.].

,     ,      , Amazon   .       ,    Quidsi  ,    .       , Quidsi       Amazon Walmart.   Quidsi  Amazon   ,      , Amazon    $545.

      Amazon  Quidsi   Walmart      $650.     ,   .            .   Amazon,      Walmart.  Amazon  :  Quidsi    -,  ,       .  Quidsi  . Amazon     ,      .      ,  Amazon    ,     .

 Walmart    ,         Quidsi       Walmart    .  ,   MAC-,   :      ,       .       . ,  Amazon    ,     ,    MAC-   Walmart   ,    ,    . Walmart    . Ӡ    .     Amazon   .

  2010 Amazon    Quidsi $545.      Quidsi   ,        Walmart.  ,         ,     Amazon,   .            .      .

    .     ,    ,      .      .     Amazon. ,         ,      .    ,       .   ,   ,      . Amazon   [89 - Stone B. The Everything Store: Jeff Bezos and the Age of Amazon / B. Stone. New York: Little, Brown, 2013.].

    Quidsi Amazon        Amazon Mom,      .     , FTC    , Amazon  ,  [90 - Bezos J. Invent and Wander: The Collected Writings of Jeff Bezos / J. Bezos. Cambridge: Harvard Business Press, 2020.].

     Amazon,       .      Walmart.   Amazon 2013      Jet.com  -,  Amazon Marketplace,     .  2016   Jet Walmart $3,3         .     Walmart   ,   -     Amazon.

 2017 Amazon  Quidsi, ,    .            ; , Amazon       .   Quidsi,    ,   ,   , .


* * *

   Amazon   ,    .      :      ,    ,   Amazon     ,   .     Quidsi,    ,     ,      ,  .

  Amazon,      ,       ,   Amazon.          ,      .           ,       ,       .       Amazon          .         .

 2012     Ubi      ,           .    Ubi             , ,        ,    .

 ,     -  ,     .          ,   ,          .

  2012    ,     .       ,     ,    .      ,      Android-,      Star Trek.

   ,    ,  ,  .      ,      Amazon      .   ,     Star Trek,        .

    .  -  Kindle      ,   . ,    - Kindle,        Amazon,    Echo    Alexa (    ).

       (NDA),         .     ,    .       Amazon       .

  2013  Amazon      ,  ,      Ubi.   Amazon ,        , ,    , , ,      .      Amazon :  ,      6 2012 (   6 2012    ),          NDA.    ,   .

   Ubi   :   ,    ,   ,  .   .      Amazon  .         ,       .

6 2014        -,       Echo    Amazon.      .      Ubi Amazon  Echo.

     3000  Ubi  Kickstarter   ,   2014-     Amazon.com.

   ,    ,   ,         .         ,            .

               ,    10 $25,   $3.        .

Echo   23 2015.

      ,  .               .    ,          Regis  .

,        ,   .     Echo Ubi         .  2019   .              .   ,      Amazon    :   ,        , .      .

    Amazon,   Alexa   , ,       2011. ,  Echo  Star Trek, ,    2012.  Amazon       ,  ,   ,   Alexa        .

Amazon  Ubi,        .   ,  Amazon  Ubi,         . Ubi     ,  ,  Amazon           .

  : Amazon  ⠫ ,   ,     ,         .




 5.   


   Ubi Echo         Amazon,     ,       :             .   Amazon                .

  19 2007    Kindle.   ,  iPod Apple -      , Kindle     :         .

 , -,    Kindle, ,       .   Amazon     Amazon.com,    80%     ,   .          ,       ,  .         ,             ,     .      .     ,   ,  .

      .   2004 Amazon    Lab126   .       ,           ,    Apple   .         ,  Amazon       ( Amazon Basics  ,         ).    ,     .    : Kindle         . Amazon   .

Kindle   Amazon  . -,        Amazon,  -,         .      Kindle Amazon   .        :  2022  Kindle    487  , Amazon  83%   [91 - McLoughlin D. Amazon Kindle, E-book, and Kindle Unlimited Statistics / D. McLoughlin// WordsRated. 2022. November 10. [ ].  : https://wordsrated.com (https://wordsrated.com/).  : 05.10.2025.].       .

   Amazon  Kindle,   ,     2010.    ,     . Kindle   ,    ,    ,  ,  .            ,  Amazon   .

  Amazon      Apple,    PowerBook ,      Palm Computing    .      .

        Amazon    .

    , ,  Kindle,      .  Lab126    Amazon       ,     .  2014  Fire TV       ,    .    Amazon     Roku Google Chromecast,         .

    . Fire Phone,  ,   2014,     Amazon   $170.         :              .   Ring ( )   Amazon :  ,      ,    Ring,      [92 - Email chain regarding the acquisition of Ring [ ]. 2017. November 1.  : https://democrats-judiciary.house.gov/uploadedfiles/00214132.pdf (https://democrats-judiciary.house.gov/uploadedfiles/00214132.pdf).  : 05.10.2025.].

        Amazon       ,         . , Fire TV    Amazon Studios    Amazon. Kindle     Audible,         Kindle Direct Publishing.    :          Amazon   .

      . Kindle      -,  .        .    ,       .

   Amazon                   .       ,  .  ,     .

 ,    Lab126, ,      Amazon   :  Apple           .  Amazon           .     ,     :    ,     ,   ,  . ( ,        , Lab126           Kindle. ,       .)

     Amazon  ,    .   ,    .  ,  Sonos,   Amazon, ,    :    ,    ,    ,     Protocol[93 - Roettgers J. Sonos CEO says Amazon Is Breaking the Law by Selling Echo Smart Speakers below Cost / J. Roettgers// Protocol. 2020. August 5. [ ].  : https://www.protocol.com (https://www.protocol.com/).  : 05.10.2025.].      ,       ,        .


* * *

  2014 Amazon     Echo    Alexa,       ,      .   Echo     :  Alexa    ,         .   Fire Phone Amazon   :       Echo   80 000 ,           Prime.         Amazon:  110 000    Echo (    Amazon Unbound)[94 - Stone B. Amazon Unbound: Jeff Bezos and the Invention of aGlobal Empire / B. Stone. New York: Simon & Schuster, 2021.].   Kindle, Amazon   : ,       .  Siri Apple  ,   Echo[95 - Perez S. Siri Usage and Engagement Dropped since Last Year, as Alexa and Cortana Grew / S. Perez// TechCrunch. 2017. July 11. [ ].  : https://techcrunch.com (https://techcrunch.com/).  : 05.10.2025.].

 2017 Amazon       [96 - Perez S. Amazon to Control 70 Percent of the Voice-Controlled Speaker Market This Year / S. Perez// TechCrunch. 2017. May 8. [ ].  : https://techcrunch.com (https://techcrunch.com/).  : 05.10.2025.],           (       ).   2022      87  Echo,   28%     Amazon.     Canalys,        [97 - Levin M., Lowitz J. Amazon Echo  Who Owns How Many? /M. Levin, J. Lowitz// Consumer Intelligence Research Partners. 2022. September 20. [ ].  : https://www.cirpdataservices.com (https://www.cirpdataservices.com/).  : 05.10.2025.].

  Alexa  Amazon         .  2015 Amazon   Alexa Voice Service,    Philips ( ) Bose ()      .   Amazon      , ,  ,      ,        , ,    . (  2023     500    Alexa   Amazon,     [98 - Amazon Introduces Four All-New Echo Devices; Sales of Alexa-Enabled Devices Surpass Half aBillion / AboutAmazon.com press release. 2023. May 17. [ ].  : https://press.aboutamazon.com (https://press.aboutamazon.com/).  : 05.10.2025.].)

    ,   ,    Alexa    .            Works with Alexa   (      Echo),     .        Amazon,      .    Amazon      ,       (      - ,       ).    ,            . Amazon ,          2020      .

  Alexa Voice Service  ,  Amazon   :   , , ,  , , , ,   .  ,  Amazon           ,      .

 Alexa Voice Service     :   Amazon       ,     ,      ,     Echo.            .        .    ,     : Alexa, Fire TV, Kindle, Fire Tablets   .

  Alexa Voice Service    :   ,     .       ,             .        ,    .

    Amazon   Alexa (        Alexa,    ),         Alexa.  Amazon             ,  .  ,     Amazon  :   , 2018     $5  [99 - Mattioli D., Toonkel J., Herrera S. Amazon, in Broad Cost-Cutting Review, Weighs Changes at Alexa and Other Unprofitable Units / D. Mattioli, J. Toonkel, S. Herrera// Wall Street Journal. 2022. November 10. [ ].  : https://www.wsj.com (https://www.wsj.com/).  : 05.10.2025.].

       ,  Amazon    .     Amazon,              ,    Alexa Voice Service.   ,    Alexa   .   ,      ,     .


* * *

 2000     -   Software.com Phone.com,     .    ,       ,    ,     .

     ,          :         CD.  2002   Sonos       .     :          , Sonos     ,             ,  .

  ,  .      Sonos    Echo, ,    Sonos, ,         Amazon.   Echo   ,   [100 - Rascoff S. Sonos John MacFarlane: Never Be Satisfied / S. Rascoff// dot.LA. 2018. July 3. [ ].  : https://dot.la (https://dot.la/).  : 05.10.2025.].

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 : Sonos   .    Allen & Company,    ,  : Sonos      .    Amazon      . Sonos      Amazon.com       ,            Alexa.

       Sonos    Alexa Voice Service . Amazon      ,    ,  - Sonos.        :       ,     Amazon.  ,      ,        Sonos  .

Amazon ,    Alexa Voice Service       .    Amazon, Sonos    ,      Echo Spatial Perception (ESP)         .    ,     ,   Amazon.

 Sonos  ,  Amazon     ,        ,        ,         .       Amazon     ,    private label       . Amazon    ,    ,         .  Sonos  ,  Amazon       Alexa Voice Service,      .

 2015 Google,   Sonos,   ,    .   , Google     Sonos   ,  Google Home Chromecast Audio.         .      :         .  ,  Amazon    Sonos. ,   Sonos,    :      Amazon Sonos  ,       .  :   ,   Amazon   Alexa,    ,           ,                .

ӠSonos   ,      -    Google. ѠAmazon  :   ,      Sonos,     ,       .     40% -    Amazon,      . ( 2021 Sonos  Amazon.com      .)

  2018 Amazon  ,  Sonos           . Amazon     .

Sonos    ,   Alexa Voice Service.       Belkin International     -.  ,  ,     ,     .        ,   1920-       ,      .      . ,             [102 -  .   / . ; . . : , 2024. 608.],  1939[103 - Kuznia R. South Bays Chet Pipkin May Be the Most Famous Tech Mogul to Come from Hawthorne / R. Kuznia// Daily Breeze. 2011. August 8. [ ].  : https://www.dailybreeze.com (https://www.dailybreeze.com/).  : 05.10.2025.].     ,   ,     .

 ,          ,   - .  ,      ,       ,      .        .  ,     ,     ,  ,  ,      .         .         ,      ,     ,   .

 1983    Belkin,                   .  2015 Belkin     Wemo  Alexa:      .       Amazon.      ,    Belkin  ,         Amazon. ,         , , ,     ,   , , ,    Amazon.  : Amazon     ,   ,  .

   Belkin       Amazon.    Wemo Amazon        ,  .


* * *

    Amazon       ,      ,      .    ,     ,          . , 2014       Seller Data Protection Policy,                 Amazon Marketplace.     ,         Amazon.

             ,        .  2015 - Amazon    ,  ,   4700        [104 - Van Dorpe S. Amazon Knew Seller Data Was Used to Boost Company Sales / S. Van Dorpe// Politico. 2021. April 30. [ ].  : https://www.politico.com (https://www.politico.com/).  : 05.10.2025.].    Politico,   :    ,        ,  ,  ,     ,  .      2010.

  ,        Amazon  ,  -    [105 - Van Dorpe S. Amazon Knew Seller Data Was Used / S. Van Dorpe. [n. d.]. [ ].  : 05.10.2025.].     ,   Amazon   ,       Buy Box     ,     .

  S-Team ,        Amazon.    - :      ,            . Amazon     , ,    .   ,   .




  .


   .

   ,     (https://www.litres.ru/pages/biblio_book/?art=74103657)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



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