“Here’s how NPI worked: Once every quarter, teams submitted projects they thought were worth doing that would require resources from outside their own team—which basically meant almost every project of reasonable size. It took quite a bit of work to prepare and submit an NPI request. You needed a “one-pager”; a written summary of the idea; an initial rough estimate of which teams would be impacted; a consumer adoption model, if applicable; a P&L; and an explanation of why it was strategically important for Amazon to embark on the initiative immediately. Just proposing the idea represented a resource-intensive undertaking.”