In 2004, the U.S. retail industry was estimated to generate more than $3.6 trillion of sales, of which less than 2 percent was conducted online. Amazon’s growth rate was slowing, but the shift from offline to online commerce was accelerating. That meant one thing: if Amazon’s growth continued to decelerate, the company would become a smaller and smaller player in online commerce over time. We were determined to find a way to reverse this trend. What would it take to get Amazon’s top-line growth back on track?
