The PR and 'buzz' surrounding Amazon has always been one of its strengths despite Bezos' dislike of marketing spend. To him, getting it right for consumers is the priority and all else will follow from that.
That fundamental truth is one that has become a leadership mantra across the globe.
However, Amazon has had bad PR which it has needed to overcome and has not been able to avoid engaging with governments.
This means that reputation and communications remain critical elements for any organisation, even if they are the size and importance of Amazon.
Twenty years ago today Amazon sold its first book, created the first online book store and went on to become a hugely profitable internet superpower. Today it's celebrating that anniversary with Amazon Prime day, 24 hours of special offers which will be the biggest day of e-commerce the world has ever seen.