Amazon Unbound: Jeff Bezos and the Invention of a Global Empire

by Brad Stone

The name “Redshift” was suggested by Charlie Bell, a former engineer for Boeing on NASA’s space shuttle and the senior vice president in charge of AWS’s operations; it’s the term for the change astronomers see in light, the fastest thing in existence, that’s emitted from a celestial object like a star as it moves away from the observer. Nonetheless, Larry Ellison, then the CEO of Oracle—whose logo happens to be red—saw it as corporate trash talk and began to see red himself. That “never even occurred to us,” Jassy said. “When we were told later that Oracle believed that, we thought it was kind of funny.” A bitter rivalry between Oracle and Amazon, already simmering with Amazon’s entry into databases, intensified.