AMAZONIA: Five Years at the Epicenter of the Dot.com Juggernaut

With Amazon.com firmly established as one of the leaders in e-commerce, it is easy to forget the company's early roots as a struggling online bookstore. Marcus, who was employee 55 and one of Amazon's first editors, provides a captivating, witty account of how the fledgling e-retailer transformed itself from a startup that generated $16 million in sales in 1996 to a behemoth with revenue of $5.3 billion in 2003. The early days of Amazon, Marcus recounts, were full of a do-it-yourself attitude, with everyone at the company encouraged to try different ways to drive customers to the site. In Marcus's case, it was writing and assigning reviews, the content designed to make people decide what to buy. But although Amazon founder Jeff Bezos began as a firm believer in the power of content, his philosophy gradually changed to what Marcus calls the "culture of metrics," in which everything connected to the site could be measured. And as Amazon added more and more products, the importance of content slipped away. It's clear Marcus's most satisfying time at Amazon was in the early years, even if that meant picking and packing books during the holiday rush. There is even a bit of nostalgia in his tone, which people in the book industry can especially appreciate: once upon a time there was a company whose employees scrambled to sell books over this new thing called the Internet. Today the company has become a software and retailing machine dedicated to selling as many widgets as efficiently as possible. Agent, Mark Dunow. (June)