aircraft and realized that everyone was safe he turned to the cowboy and he said yeah, maybe horseback was the way go and let out one of those bellowing laughs that he s so famous for. back on firm ground bezos was looking far into the future in other ways. bezos realized the potential of letting others use amazon as a platform to sell their products. we designed from the get go that we were going to have tens of thousands of sellers at amazon. you click on that tab and you find a collection of basically all of the selection from 400 major brands. they got into the customer s psyche that amazon was everything store. there was another side to this arrangement. amazon monitored its partners sales to identify hot products. then swooped in and began selling similar items, often for lower prices. the partnership became a cut throat competition with jeff bezos. he s a tough guy.