52 of The Best Jeff Bezos Quotes About Business and Strategy


A definitive collection of the best Jeff Bezos quotes is what I am striving to produce with this post.

In 2017 Jeff Bezos surpassed Bill Gates on the Forbes list as the richest person in the world for a period of time in October 2017 when Amazon’s stock increased.

Bezos’s net worth then surpassed $100 billion for the first time on November 24, 2017.


Clearly the marketing and business strategy he is using to guide and grow Amazon is a winning one.

Below are the very best Jeff Bezos quotes that give a glimpse into the strategy behind Amazon and the secrets of his success.

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” ~Jeff Bezos

“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” ~Jeff Bezos


“If you’re competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering.” ~Jeff Bezos

“Obsess about customers, not competitors.” ~Jeff Bezos

“I strongly believe that missionaries make better products. They care more. For a missionary, it’s not just about the business. There has to be a business, and the business has to make sense, but that’s not why you do it. You do it because you have something meaningful that motivates you.” ~Jeff Bezos

“The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.” ~Jeff Bezos

“Our point of view is we will sell more if we help people make purchasing decisions.” ~Jeff Bezos

“Great industries are never made from single companies. There is room in space for a lot of winners.” ~Jeff Bezos

The Best Jeff Bezos Quotes on Innovation

“My view is there’s no bad time to innovate.” ~Jeff Bezos

“It’s hard to find things that won’t sell online.” ~Jeff Bezos

“One of the huge mistakes people make is that they try to force an interest on themselves. You don’t choose your passions. Your passions choose you.” ~Jeff Bezos

“I believe you have to be willing to be misunderstood if you’re going to innovate.” ~Jeff Bezos

“We innovate by starting with the customer and working backwards. That becomes the touchstone for how we invent.” ~Jeff Bezos

“Invention by it’s very nature is disruptive.” ~Jeff Bezos

“What’s dangerous is not to evolve.” ~Jeff Bezos

“Maintain a firm grasp of the obvious at all times.” ~Jeff Bezos

“A company shouldn’t get addicted to being shiny, because shiny doesn’t last.” ~Jeff Bezos

The Best Jeff Bezos Quotes on Business Strategy

“If you don’t understand the details of your business you are going to fail.” ~Jeff Bezos

“The thing that motivates me is a very common form of motivation. And that is, with other folks counting on me, it’s so easy to be motivated.” ~Jeff Bezos

“What we need to do is always lean into the future; when the world changes around you and when it changes against you – what used to be a tail wind is now a head wind – you have to lean into that and figure out what to do because complaining isn’t a strategy.” ~Jeff Bezos

“In the old world, you devoted 30% of your time to building a great service and 70% of your time to shouting about it. In the new world, that inverts.” ~Jeff Bezos


“I think frugality drives innovation, just like other constraints do. One of the only ways to get out of a tight box is to invent your way out.” ~Jeff Bezos

“Invention requires a long-term willingness to be misunderstood. You do something that you genuinely believe in, that you have conviction about, but for a long period of time, well-meaning people may criticize that effort.

When you receive criticism from well-meaning people, it pays to ask, ‘Are they right?’ And if they are, you need to adapt what they’re doing.

If they’re not right, if you really have conviction that they’re not right, you need to have that long-term willingness to be misunderstood. It’s a key part of invention.” ~Jeff Bezos

The Customer Experience is Key

“We’ve had three big ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful: Put the customer first. Invent. And be patient.” ~Jeff Bezos

“I’m a big fan of all-you-can-eat plans, because they’re simpler for customers.” ~Jeff Bezos

“The human brain is an incredible pattern-matching machine.” ~Jeff Bezos

“We are stubborn on vision. We are flexible on details” ~Jeff Bezos

“We expect all our businesses to have a positive impact on our top and bottom lines. Profitability is very important to us or we wouldn’t be in this business.” ~Jeff Bezos

“Market leadership can translate directly to higher revenue, higher profitability, greater capital velocity, and correspondingly stronger returns on invested capital.” ~Jeff Bezos

“Position yourself with something that captures your curiosity, something that you’re missionary about.” ~Jeff Bezos

“The great thing about fact-based decisions is that they overrule the hierarchy.” ~Jeff Bezos

“Your brand is what other people say about you when you’re not in the room.” ~Jeff Bezos


“Your margin is my opportunity.” ~Jeff Bezos

The More You Experiment The More Opportunities For Growth You Discover

“If you double the number of experiments you do per year you’re going to double your inventiveness.” ~Jeff Bezos

“There’ll always be serendipity involved in discovery.” ~Jeff Bezos

“If you decide that you’re going to do only the things you know are going to work, you’re going to leave a lot of opportunity on the table.” ~Jeff Bezos

“If you can’t tolerate critics, don’t do anything new or interesting.” ~Jeff Bezos

“If you only do things where you know the answer in advance, your company goes away.” ~Jeff Bezos

“It’s not an experiment if you know it’s going to work.” ~Jeff Bezos


Dollars and Cents Matter

“Percentage margins don’t matter. What matters always is dollar margins: the actual dollar amount. Companies are valued not on their percentage margins, but on how many dollars they actually make, and a multiple of that.” ~Jeff Bezos

“There are two kinds of companies, those that work to try to charge more and those that work to charge less. We will be the second.” ~Jeff Bezos

“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” ~Jeff Bezos

“My own view is that every company requires a long-term view.” ~Jeff Bezos

“Life’s too short to hang out with people who aren’t resourceful.” ~Jeff Bezos

“You want your customers to value your service.” ~Jeff Bezos

“The common question that gets asked in business is, why? That’s a good question, but an equally valid question is, why not?” ~Jeff Bezos

“Work hard, have fun, and make history” ~Jeff Bezos

“I knew that if I failed I wouldn’t regret that, but I knew the one thing I might regret is not trying” ~Jeff Bezos

“The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.” ~Jeff Bezos

“You want to look at what other companies are doing. It’s very important not to be hermetically sealed. But you don’t want to look at it as if, ‘OK, we’re going to copy that.’ You want to look at it and say, ‘That’s very interesting. What can we be inspired to do as a result of that?’ And then put your own unique twist on it.” ~Jeff Bezos

“Stress comes from ignoring things that you shouldn’t be ignoring.” ~Jeff Bezos

“In the end we are our choices. Build yourself a great story.” ~Jeff Bezos

Bonus Quotes

(From Bryan Eisenberg) “Day 2 is stasis. Followed by irrelevance. Followed by excruciating, painful decline. Followed by death. And that is why it is always Day 1.” ~Jeff Bezos

Other Jeff Bezos and Amazon Awesomeness

Check out this Next Level Podcast episode I did with Bryan Eisenberg about his book Be Like Amazon.


The best Jeff Bezos quotes above show that a focus on making the customer experience as positive as possible you can thrive in business.

Another common theme in Jeff’s quotes is a willingness to innovate and experiment.

By innovating and improving faster than the competition Amazon has become the most successful retailer online and the success of Amazon has made Jeff Bezos one of the richest people in the world.


What do you think are the best Jeff Bezos quotes from the list above?

Let me know with a comment below!

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3 Responses to 52 of The Best Jeff Bezos Quotes About Business and Strategy

  1. Allan Burgess December 31, 2017 at 11:54 am #

    Great post. It hard to argue with the success of Jeff Bezos. “Put the customer first. Invent. And be patient.” Nice work Garin.

    • Garin December 31, 2017 at 3:34 pm #

      Thanks Allan! Have another one with some great quotes from Bill Gates in the works.

  2. Francis Sabutey December 15, 2017 at 3:57 pm #

    Great. Thanks.

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