When Jeff asked Steve to run Digital, he also changed the org structure at the top of the company. Previously, Steve had reported to Diego Piacentini, SVP of Worldwide Retail, who reported to Jeff. Now Steve reported directly to Jeff, a clear sign that Digital was a high priority. There were two important benefits to this approach. First, this meant that Steve was not encumbered with the many responsibilities that went with managing any of Amazon’s then-current businesses or operations; he was given the autonomy and authority to devote single-threaded focus to Digital. Second, it meant that
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