Innovation has always been part of the Amazon DNA, but about 20 years ago, we went through a radical transformation with the goal of making our iterative process—"invent, launch, reinvent, relaunch, start over, rinse, repeat, again and again"—even faster. The changes we made affected both how we built applications and how we organized our company. Back then, we had only a small fraction of the number of customers that Amazon serves today. Still, we knew that if we wanted to expand the products ...