Colin Bryar, former vice-president of Amazon and Jeff Bezos' right-hand man, shares the secrets that have transformed Amazon into the world's leading e-commerce company. In this interview, he discusses the philosophy of putting the customer at the centre of all decisions, the importance of analysing the right data to understand and respond to consumer needs, and the steps that led to the company's continuous innovation. From changes in packaging - prompted by direct customer feedback - to the emergence of Amazon Web Services, which created the cloud computing industry. In addition, he explores how customer prioritisation and the intelligent use of data have shaped the company's success in the digital marketplace. Bryar also explains how companies can apply these lessons to grow, innovate and solve real problems. In this episode of ‘It's not that simple’, discover the impact of digital transformation, the future of online commerce and the strategies that continue to position Amazon at the forefront of e-commerce and technology. More on the topic: Alcott Global interview Colin Bryar's LinkedIn Agile Education interview Q&A from the Think Like Amazon podcast Commonplace Expertise interview