Wider selection enhances customer experience, completing the circle. The cycle drives growth, which in turn lowers cost structure. Lower costs lead to lower prices, improving customer experience, and the flywheel spins faster. The Amazon flywheel captures the major aspect of what makes Amazon’s retail business successful. Therefore, it should be no surprise that almost all the metrics discussed in the WBR can be categorized into one of the flywheel elements. In fact, the first page of the WBR deck has a picture of the very same flywheel above.
