Amazon Quote by Brad Stone
““Bezos kept pushing for more. He asked Blake to exact better terms from the smallest publishers, who would go out of business if it weren't for the steady sales of their back catalogs on Amazon. Within the books group, the resulting program was dubbed the Gazelle Project because Bezos suggested to Blake in a meeting that Amazon should approach these small publishers the way a cheetah would pursue a sickly gazelle. As part of the Gazelle Project, Blake's group categorized publishers in terms of their dependency n Amazon and then opened negotiations with the most vulnerable companies. Three book buyers at the time recall this effort. Blake herself said that Bezos meant the cheetah-and-gazelle analogy as a joke and it was carried too far. Yet the program clearly represented something real--an emerging realpolitik approach toward book publishers, an attitude whose ruthlessness startled even some Amazon employees. Soon after the Gazelle Project began, Amazon's lawyers heard about the name and insisted it be changed to the less incendiary Small Publisher Negotiation Program.””
About This Quote
Source Book: The Everything Store by Brad Stone, 2013
Bezos used aggressive tactics to leverage small publishers, labeling the strategy with a predatory animal metaphor, later softened due to internal pushback.
In simple terms: Bezos pressured small publishers, using a harsh analogy that was later toned down.
Key Takeaway
Recognize and question aggressive business tactics.
Themes
power
negotiation
corporate strategy
ethics
Mood
critical
reflective
Type
business
ethical
When to use this quote
- publisher contracts
- legal compliance
- company branding
- employee morale
- industry competition
Key Concepts
realpolitik
market leverage
corporate culture
Questions to Reflect On
- How can companies balance leverage with fairness?
- What safeguards prevent overreach?
A Different Perspective
The aggressive metaphor may have harmed relationships and brand perception.
