Amazon's business model is deceptively simple: make online shopping so easy that customers won't think twice. It can be summed up by that button on every page: 'Buy now with one click'.Why has Amazon been so successful?

Much of it hinges on Jeff Bezos, the CEO and founder, whose unique character and ruthless business sense have driven Amazon relentlessly forward.

It reveals how he makes decisions and where he will take Amazon next. Amazon is a case study in how to reinvent an entire industry. It is one that anyone in business ignores at their peril.