网站运行后，贝佐斯和他的员工精心调整其功能，增加了一键购物和顾客评语。1997年公司公开上市，投资者可以购买其股票。在接下来的几年内，贝佐斯扩大公司同站，在加拿大、英国、德国、法国和日本等地开展业务。

　　Management Style

　　管理模式

　　On the surface Bezos was easygoing with a sense of humor. On the other hand, employees and chroniclers found that he was adamant in his expectations of quick turnaround time on project completion and high productivity, as well as of innovativeness and intelligence. Consequently, Bezos was characterized as a relentless recruiter of talented, innovative individuals. Bezos and personnel According to Bezos, "People here like to invent, and as a result other people who like to invent are attracted here. And people who don't like to invent are uncomfortable here. So it's self reinforcing".

　　表面上，贝佐斯是一个随和而幽默的人。然而，同事和撰写者发现，他专注于项目的快速周转与效率，同时执着于创新与才能的发现。因此，贝佐斯以不遗余力招聘有天分、创新能力强的员工而出名。贝佐斯和人事经理全面检查未来员工大学成绩和 SAT的分数。贝佐斯说：“这里的员工喜欢发明，因此其他喜欢发明的人也会被吸引到这里来。不喜欢发明的人呆在亚马逊会不舒服。所以这是个自我加强的过程。”

　　To encourage new ideas, Bezos instituted the Just Do It program, wherein the winners were those who proceeded with projects that they felt would help the company without first asking their bosses' permission.

　　为鼓励新思想，贝佐斯开展了“想到就做”这个项目——员工无需上级许可就可以直接实行对公司有利的想法并能获得奖励。