This change would be one of the first major examples of the single-threaded leader org structure concept at Amazon. Before Steve moved over to head Digital, the most senior leader of the digital media business was a product manager, four levels below Steve. There was no way that someone at that level could lead and develop the kinds of new products and initiatives that we would launch in the coming years. For this to become one of Amazon’s biggest and most important businesses, Jeff needed Steve, an experienced and proven vice president (now promoted to senior vice president), reporting to
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