Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work., Prime, 1-Click shopping, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Alexa, Career Choice and The Climate Pledge are some of the things pioneered by Amazon.