Running a business at the scale of Amazon, we often have to solve problems that no other company has faced before. The disadvantage of this is that there is no “how to” guide for us—a lot is unknown. However, the advantage is that when we solve a new problem, it’s an opportunity to reinvent our services and create new benefits for our customers. Indeed, we have created some of our most innovative and successful ideas when we have entered unchartered territory. When you’re a customer-centric com...