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Jeff Bezos founds Amazon with the initial objective of becoming 'Earth's biggest bookstore.' The primary goal was survival and establishing a foothold in the emerging e-commerce market. The company focused on building a reliable online platform for selling books, with the basic objective of proving the viability of online retail.

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Amazon launches its website with the objective of rapid customer acquisition. The company introduced its personalized recommendation system, showing an early commitment to customer-centric innovation. The goal was to build a loyal customer base and establish brand recognition in the online retail space.

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Amazon goes public and expands beyond books. The objective shifts to becoming 'Earth's most customer-centric company.' Bezos writes his first shareholder letter, emphasizing long-term growth over short-term profits - a philosophy that would guide Amazon's future objectives.

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Following the dot-com bubble, Amazon's objective becomes diversification and revenue stream expansion. The company launches Amazon Marketplace, allowing third-party sellers on the platform. This marked a significant shift from being just a retailer to becoming a platform.

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Amazon launches Amazon Prime, with the objective of building customer loyalty and increasing purchase frequency. This subscription model would become a crucial part of Amazon's business strategy, showing their focus on long-term customer relationships over short-term profits.

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With the launch of Amazon Kindle, the company's objectives expand to include technological innovation and market disruption. Amazon begins its transformation from an e-commerce company to a technology leader, aiming to shape the future of reading and digital content consumption.

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Amazon Web Services (AWS) becomes a major focus, with the objective of dominating the cloud computing market. This represented a significant pivot, as Amazon aimed to become a leading technology infrastructure provider for businesses worldwide.

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2011: Entry into Entertainment with Prime Video

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2011: Entry into Entertainment with Prime Video

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Amazon diversifies its offerings further by entering the entertainment industry with Amazon Prime Video. This move was aimed at providing added value to Prime memberships and establishing a foothold in the streaming services market. By offering a wide range of movies and TV shows, Amazon set objectives to compete with other streaming services and expand its ecosystem.

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With the launch of Amazon Echo and Alexa, the company's objectives expand to include leadership in AI and smart home technology. Amazon aims to be at the forefront of voice-controlled computing and home automation.

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Amazon acquires Whole Foods and launches Amazon Go stores, with the objective of disrupting traditional retail and grocery markets. The company aims to blend online and offline retail experiences, showing its ambition to innovate in physical retail spaces.

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Amazon sets ambitious objectives around sustainability (The Climate Pledge) and space exploration (Blue Origin partnership). The company aims to be a leader in sustainable business practices while also looking toward future space commerce opportunities. Current objectives include achieving net-zero carbon emissions by 2040 and expanding into healthcare with Amazon Care and PillPack.