In 2004, Jeff Bezos and his technical adviser Colin Bryar drove together to the city of Tacoma, an hour south of Seattle in Washington State.
At that time Amazon was a multi-billion dollar company. However they were headed to Amazon's customer services centre - where they were to spend two days as customer service agents.
"Jeff was actually taking the calls himself", Bryar says. He recalls that a complaint on one product in particular kept coming in. "Jeff's eyes went wide," he says.
