Amazon Leadership Principles

Amazon Leadership Principles
Last Updated: October 18, 2023

Amazon, one of the world's largest and most successful companies, has established core principles that guide its leaders in achieving excellence. These principles, known as the Amazon Leadership Principles, serve as a compass for decision-making, problem-solving, and driving innovation. Amazon has revolutionized how businesses approach leadership by strongly emphasizing customer obsession, ownership, and long-term thinking.

Leadership principles are core beliefs that leaders use to succeed in their roles. These principles are of utmost importance because they provide a clear path that helps in problem-solving and decision-making. They are also a constant reminder that being an effective leader means focusing on caring for the organization's long-term health rather than getting caught up in a quick-win mindset.

Businesses come and go, and a select few endure and grow into industry giants in the chaotic world of modern business. One of these giants is Amazon, which has transformed retail, technology, and cloud computing. Central to Amazon's success is its cutting-edge products and services and its unique corporate culture built upon a set of core values known as the "Amazon Leadership Principles."

Amazon's trajectory has been influenced by a set of 16 Leadership Principles, which have served as a road map for the company from its humble beginnings as an online bookshop in Jeff Bezos' garage in the 1990s to its current position as a worldwide e-commerce powerhouse. These values act as a north star for Amazon employees, guiding how they think and make decisions. This article explores how Amazon leadership principles are implemented and how they contribute to Amazon's continuing success.

1. Customer Obsession

Amazon's philosophy is based on an unwavering commitment to its customers. This principle emphasizes the importance of understanding customer needs and delivering solutions that amaze and surpass their expectations. Amazon fosters long-term loyalty and has set the standard for customer-centricity by making customer satisfaction the driving force behind every decision.

Example: When Amazon introduced the Prime membership, it aimed to provide unparalleled convenience for customers. Two-day shipping, which is currently a prime hallmark, came into existence because customers wanted faster delivery. This principle led to the creating of a service that changed customer expectations in the e-commerce industry.

2. Ownership


Amazon values individuals who take ownership of their responsibilities and act as if they were owners of the company itself. This principle encourages employees to think and act like entrepreneurs who take initiative and embrace accountability for their projects and decisions.

Example: In 2004, there was a company-wide initiative called the "Just Do It" awards. This initiative encouraged employees to identify problems and take ownership of solving them. It fostered a culture where individual contributions had the opportunity to make a significant impact. Another example of the ownership principle applied was when Amazon engineers developed Amazon Web Services. They took ownership of building a powerful cloud computing platform that served Amazon's needs and revolutionized the entire industry.

3. Invent and Simplify

The driving force behind Amazon's success is innovation. This principle encourages employees to challenge the status quo by seeking out new and creative solutions to simplify complex problems. Amazon has continually reshaped industries and created groundbreaking products and services by fostering a culture of invention.

Example: Amazon's Kindle e-reader disrupted the traditional publishing industry by inventing a new way to read and access books while simplifying buying and storing digital content.

4. Are Right, A Lot

This concept highlights the need to make good and informed judgments by embracing the idea that being correct is more essential than being consensus-driven. It encourages employees to base decisions on data, analysis, and intuition, even if it means going against popular opinion.

Example: The decision to acquire Whole Foods Market was based on a deep understanding of changing consumer preferences and the belief that integrating a brick-and-mortar presence would complement Amazon's online retail dominance.

Related: 9 Reasons Why Authentic Leaders Are Rare

5. Learn and Be Curious

Continuous learning and curiosity are crucial components of Amazon's culture. This principle encourages employees to explore new ideas, question assumptions, and seek personal and professional growth opportunities.

Example: Amazon's Customer Insights program encourages employees to spend two days shadowing customer service representatives every two years. This hands-on experience allows them to gain deeper insights into customer needs, fostering a culture of continuous learning. Amazon also invests in employee training and development programs, like Career Choice, which allows employees to learn new skills and pursue career advancement.

6. Hire and Develop the Best

Amazon recognizes that its success is directly tied to the caliber of its employees. This principle underscores the importance of hiring and nurturing top talent, creating an environment where individuals can thrive and contribute their best.

Example: Amazon's hiring process often involves rigorous evaluations and interviews to identify candidates who excel in their fields and align with the company's values and culture. This principle ensures that every employee contributes to the company's high standards. Amazon's Leadership Development Program identifies and nurtures promising individuals, giving them opportunities to grow into influential leadership roles within the company.

Related: Amazon Human Resources Management: What you Need to Know

7. Insist on the Highest Standards

Excellence is non-negotiable at Amazon. This principle challenges employees to maintain uncompromisingly high standards in every aspect of their work, from the products they create to the services they provide.

Example: Amazon's fulfillment centers exemplify this principle. The company invested heavily in automation and efficiency to ensure that orders are processed quickly and accurately, setting a high standard for the e-commerce industry. The stringent quality control and fulfilment accuracy ensure that customers receive products in impeccable condition and on time, fostering trust and loyalty.

8. Think Big

Amazon's meteoric rise can be attributed, in part, to its audacious thinking. This principle encourages employees to envision and pursue ambitious, groundbreaking ideas that have the potential to reshape industries and exceed expectations.

Example: Amazon's foray into entertainment with Amazon Studios was bold. By producing original TV shows and movies, Amazon aimed to disrupt the traditional entertainment industry, showcasing how thinking big can open new avenues for growth.

9. Bias for Action

In a fast-paced world, acting fast is often the key to success. This principle encourages employees to prioritize action over excessive deliberation, fostering a culture of agility and responsiveness.

Example: Amazon's swift response to customer feedback led to the introduction of the Buy Now with 1-Click feature, streamlining the purchasing process and making it almost effortless for customers.

10. Frugality

Amazon's commitment to being efficient and resourceful has allowed it to achieve remarkable feats with limited resources. This principle encourages employees to approach spending as if it were their money, driving innovation through constraints.

Example: Amazon's data-driven approach to decision-making saves costs while optimizing processes. One such example is Amazon's dynamic pricing system, which adjusts product prices in real time to match demand, increasing efficiency and profitability.

11. Earn trust

Trust is the foundation of any successful relationship with customers, partners, or colleagues. This principle emphasizes the importance of building and maintaining trust through integrity, transparency, and delivering on commitments.

Example: Amazon's commitment to protecting customer data and privacy is evident in the strict security measures implemented across its services, fostering trust in an era of growing cybersecurity concerns.

12. Dive Deep

Surface-level understanding is not sufficient at Amazon. This principle encourages employees to dive deep into issues, analyze complex problems, and make informed decisions based on comprehensive insights.

Example: Amazon's dedication to ensuring high-quality product listings includes detailed audits of seller information to maintain accurate and informative product pages. Amazon's commitment to diving deep into the technical aspects of its products ensures high quality and functionality.

13. Have Backbone: Disagree and Commit

Constructive disagreement is welcomed at Amazon, but once a decision is made, everyone is expected to commit to its execution. This principle promotes open dialogue while ensuring the team moves forward with a united front.

Example: Amazon's decision to enter the competitive smartphone market with the Fire Phone was met with disagreements internally, but the commitment to the idea exemplified the principle of "disagree and commit."

14. Deliver Results

Ultimately, all Amazon employees are accountable for delivering meaningful results. This principle reinforces the company's focus on achieving goals and driving impact.

Example: Amazon's commitment to quick and reliable delivery is epitomized by initiatives like Amazon Prime Now, which offers ultra-fast delivery of select products within hours, meeting customer demands for speed and convenience.

15. Strive to Be Earth's Best Employer

Amazon's commitment to its employees goes beyond the workplace. This principle highlights the company's aspiration to create an environment fostering growth, diversity, and inclusion, making it the best workplace.

Example: Amazon's dedication to workplace safety includes investments in advanced robotics technology and safety training to ensure the well-being of its employees.

Related: Amazon Employees Benefits and Perks

16. Success and Scale Bring Broad Responsibility

As Amazon's influence grows, so does its responsibility to society. This principle acknowledges the obligation to impact the world positively and contribute to communities globally.

Example: Amazon's commitment to sustainability includes initiatives like Shipment Zero, which aims to make all Amazon shipments net-zero carbon, showcasing responsibility toward environmental impact.

Related: Discounts for Amazon Employees: Everything you Need to Know


The Amazon Leadership Principles encapsulate what makes Amazon a global giant. These principles are not mere slogans but deeply ingrained values that guide every facet of the company's operations. By adhering to these principles, Amazon has created a culture of innovation, customer-centricity, and continuous improvement that has set new standards for the business world. As other companies strive for success, they can undoubtedly draw inspiration from Amazon's leadership principles and the remarkable journey they have paved.

Belinda Pondayi
This article was written by Belinda a Consultant at Industrial Psychology Consultants (Pvt) Ltd

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