SwiftStart launched Fomin during the height of the pandemic. The brand is now expanding its product lines after tripling revenue.

amazon leadership principles
Share on

    In a hurry? Save this article as a PDF.

    Download PDF

    Guide to 14 Amazon Leadership Principles: Key to Success

    Are you ready to unlock the secrets behind Amazon's unparalleled success? Have you ever wondered what makes this e-commerce giant the powerhouse? According to Statista, Amazon boasts a staggering market capitalization of nearly $1 trillion. This rise is because of Amazon's Leadership Principles, the cornerstone of its corporate culture. So, do you want to know more about Amazon's leadership philosophy?

    Get a Free

    Amazon Account Audit

    Our team will diagnose your Amazon account and build a 100% customized, 30-point growth plan.


    Continue reading this guide as we’ll share more details about these leadership principles. Also, we’ll uncover how these principles can transform your approach to business with example interview questions.

    What Are Amazon's Leadership Principles? How Do They Shape the Company?

    The Amazon leadership principles help drive the workforce, guide through challenges, foster solutions, manage conflicts, and aid in decision-making. These Leadership Principles Amazon aren’t merely lofty ideals but the foundational building blocks of Amazon's unique culture.

    They establish the gold standard for employee collaboration and maintain a consistent ethos across diverse functions and geographical locations. Essentially, they provide a common lens through which Amazonians view their interactions and problem-solving endeavors.

    If you’re new to the Amazon marketplace and don’t know how to perform SEO, read our Amazon SEO guide to beat the competition.

    Amazon 14 Leadership Principles

    1. Customer Obsession: Where the Customer Is King

    At Amazon, leaders are immersed in the world of customer-centricity. This focus on deep customer insight precedes competitive analysis, market trends, or technological advancements. Amazon's commitment to customer obsession is evident in its lightning-fast delivery times and holistic approach to serving consumers, from shopping for goods to watching TV and listening to music.

    Want to earn great revenue from your Amazon business? Read our guide on Amazon lightning deals.

    Amazon Leadership Principle Interview Questions on Customer Obsession

    • Describe a challenging customer interaction or service/product delivery that went awry. How did you rectify the situation?
    • In your experience, what makes certain customers more challenging to manage than others?
    • Have you ever been obsessed with delivering top-notch customer service?

    If you want to engage more customers towards your products, read our guide on the benefits of Amazon’s new customer engagement tool.

    2. Ownership: Thinking Like an Owner

    leadership principles amazon

    Leaders at Amazon don't merely see themselves as employees; they embrace an ownership mindset. They think long-term, considering the implications of their actions today and far into the future. Their decisions prioritize what's best for the company, encompassing value creation for customers, shareholders, employees, and stakeholders.

    Amazon Leadership Principle Interview Questions on Ownership

    • Share a situation where you had to make a tough short-term decision to secure long-term benefits.
    • Describe an instance when you undertook a task that exceeded your usual responsibilities.
    • Can you recount a time when you undertook a challenging initiative independently?

    3. Invent and Simplify: The Power of Innovation

    Amazon's success lies in its ability to innovate despite its size. The company encourages employees to invent and iterate solutions swiftly. To expedite progress, products are often designed to be intuitive and may only feature some of the bells and whistles in their initial iterations.

    Amazon Leadership Principle Interview Questions on Invent and Simplify

    • Describe an instance when an innovation attempt didn't go as planned.
    • Can you recount when you revamped a work process through innovation or simplification?
    • Have you ever created a unique service, product, or process?

    New to Amazon and don't know how to launch a product? Read our guide on Amazon new product launch in 2023.

    Build a Profitable Business On Amazon

    Download our Amazon Seller Guide Now!

    4. Are Right, A Lot: Objective and Fact-Based Leadership

    Leaders should base their decisions on objectivity and facts. They should seek diverse perspectives, incorporate feedback, and be humble enough to admit they are wrong. While they value input, they also have the confidence to lead in the direction they believe is best.

    Amazon Leadership Principle Interview Questions on Being Right

    • Describe a situation where you had to decide with incomplete data.
    • Can you recall a recent incorrect decision you made? How did you handle it?
    • Tell us about when you incorporated diverse perspectives to solve a problem.

    5. Learn and Be Curious: Lifelong Learning

    Leaders at Amazon are perpetual learners. They possess an insatiable curiosity, constantly seeking self-improvement and feedback. They embrace diverse perspectives and continually explore innovative approaches. In rapidly evolving industries like IT and CPG, staying ahead of the curve requires a deep commitment to learning about the latest trends and innovations.

    Amazon Leadership Principle Interview Questions on Learning and Curiosity

    • Share a situation where your deep understanding of a topic aided in making a sound decision.
    • Narrate an experience that fundamentally changed your way of thinking.
    • What is the most valuable lesson you've learned in the past year?

    6. Hire and Develop the Best: Nurturing Talent

    amazon leadership principle

    Amazon's leaders excel in hiring exceptional individuals and embrace mentorship. They are unafraid to develop highly talented subordinates, allowing them to shine and advance within the organization. Leaders actively coach others and actively seek opportunities for feedback.

    Amazon Leadership Principles Interview Questions on Talent Development

    • Have you successfully coached someone before?
    • Who holds the most significant role in your life, and why?
    • Share an example of when you insisted on raising the bar at work.

    7. Insist on the Highest Standards: Pursuing Excellence

    High standards define great leaders. Amazon's commitment to excellence applies to all aspects of the organization, from hiring and manufacturing to product and service design and delivery. Amazon encourages every layer of the organization to deliver their best work.

    Amazon Leadership Principle Interview Questions on High Standards

    • Have you been part of a team where a member didn't meet your expectations? How did you handle it?
    • Tell us about a time when you raised the bar at work.
    • Share a situation where you motivated a team to go above and beyond.

    If you want to start Amazon FBA, read our guide on is Amazon FBA is worth it in 2023.

    Subscribe to Our

    Newsletter & Podcast

    8. Think Big: The Power of Vision

    Leaders at Amazon believe in the importance of thinking big. They pursue ambitious goals and provide bold direction to their teams. These leaders are unafraid to challenge the status quo, inspiring others to achieve the seemingly impossible.

    Amazon Leadership Principles Interview Questions on Thinking Big

    • Describe a project where you exceeded the initial scope and achieved a positive outcome.
    • What academic or professional achievement are you most proud of?
    • Share an instance when your vision had a significant impact.

    Want to expand your product reach and marketing strategy? Read our guide on Amazon Attribution services.

    9. Bias for Action: Embracing Speed and Innovation

    Successful companies don't necessarily make better decisions; they make more decisions. Leaders understand that taking calculated risks, even if they lead to failure, is essential for learning, adaptation, and improvement.

    Amazon Leadership Principle Interview Questions on Bias for Action

    • When was the last time you took a calculated risk at work?
    • How have you handled situations when you needed information from someone to make a decision, but they were unresponsive?
    • Share a time when you made a hasty decision and what you would do differently in hindsight.

    10. Frugality: Maximizing Resources

    While leaders avoid being overly cautious, they value resourcefulness and aim to maximize available resources. They are careful not to overspend and seek efficiency in their operations.

    Amazon Leadership Principle Interview Questions on Frugality

    • Describe a situation where you turned down additional resources to complete an assignment.
    • Can you share an instance when you outperformed the competition with fewer resources?
    • Narrate a time when you had to embrace frugality at work.

    Be safe from Amazon scams; read our guide on Amazon refund without return

    11. Earn Trust: Trust Must Be Earned

    Leaders at Amazon don't demand trust; they earn it. They seek candid feedback, communicate honestly, and actively listen to their teams. New employees are expected to prove their worth through hard work and dedication, rather than relying on ego or entitlement.

    Amazon Leadership Principle Interview Questions on Earning Trust

    • Reflect on a personal quality you value the least. How do you address it?
    • How do you work to gain the trust of your teammates?
    • Describe a situation where you had to earn someone's trust over time.

    12. Dive Deep: Understanding Every Layer

    amazon leadership principles interview questions

    Leaders at Amazon possess a comprehensive understanding of their organizations. They view high-level strategy, operational challenges, and day-to-day execution as integral parts of their roles. While they avoid micromanagement, they value deep knowledge of tasks and activities.

    Amazon Leadership Principle Interview Questions on Diving Deep

    • Describe the most complex problem you've worked on and how you tackled it.
    • Narrate a time when you used in-depth data to find a solution.
    • Tell us about a time when you challenged the status quo, even when facing resistance.

    13. Have Backbone; Disagree and Commit: Constructive Dissent

    Leaders are willing to challenge decisions, even when it's uncomfortable, respectfully. They won't back down if they strongly believe in an alternative path. Amazon values productive debate and encourages dissent to reach the best possible decisions.

    Amazon Leadership Principle Interview Questions on Disagreement and Commitment

    • Have you ever refused to comply with a direct manager's directive? How did it unfold?
    • Describe a time when you resisted the status quo, even when others resisted change.
    • What is a belief you hold that differs from everyone else's?

    14. Deliver Results: The Heart of Leadership

    Leaders understand that consistent effort and adherence to procedures lead to positive outcomes. They are committed to delivering results, staying within budget, and achieving stated goals.

    Amazon Leadership Principle Interview Questions on Delivering Results

    • Share the most challenging situation you've faced professionally and how you handled it.
    • Describe when you had to manage a heavy workload and complete all tasks.
    • Narrate an instance when your team faced adversity, and you led them to deliver exceptional results.

    Get a Free

    Amazon Account Audit

    Our team will diagnose your Amazon account and build a 100% customized, 30-point growth plan.



    These 14 Amazon Leadership Principles are the core values that drive every decision and action within the company. From "Customer Obsession" to "Think Big" and "Bias for Action," these principles form the DNA of Amazon's corporate culture.

    amazon marketing agency

    Moreover, by embracing these Amazon Principles Leadership, you're stepping into the shoes of Amazon's visionary leaders and charting a course toward your extraordinary success. So, lead with conviction, and let the Amazon Leadership Principles be your compass in the ever-changing leadership landscape.

    Become a Part of Our Swift Community

    Do you want to optimize your Amazon presence and supercharge your sales? Swift offers free 1 ASIN reports (Amazon listing audit), affordable Image stacking, A+ recharge, SEO Listing, and PPC services to enhance your product listing, visibility, and sales. Moreover, our Amazon Catalogue Course will help you become an experienced Amazon seller.

    Also, if you want to streamline your brand's operations without hiring an agency, our 450+ Amazon SOPs Library is your solution. So, don't miss out on the opportunity. Contact our Amazon marketing agency experts today and take the first step toward elevating your brand's presence.

    Join our social footprint for more Amazon insights and growth hacks. Become a part of SwiftStart Amazon Mastermind to stay updated with the latest Amazon news, tips, and growth hacks.

    Download PDF

    Recent Posts

    Join Mastermind

    We crafted the SwiftStart community for individuals and companies like yours that are eager to grow and hungry to learn. Get access to this exclusive community.
    Get a Free

    Amazon Account audit

    Our team will diagnose your Amazon account and build a 100% customized, 30-point growth plan.

    Build a Profitable Business On Amazon

    Download our Amazon Seller Guide Now!

    Hand-picked related articles

    Swiftstart News Amazon Gift Card Refund - Get a Money-back Refund

    Have you ever found yourself stuck with an Amazon gift card that's as good as unused? What if I told you there's a clever trick to turn that unwanted gift card into a full cash refund?  The secret behind this is the Amazon gift card refund trick. This trick allows you to exchange a gift […]

    Download PDF
    Swiftstart News How To Cancel Amazon Seller Account The Right Way | SwiftStart

    Canceling an Amazon Seller Account is a significant decision that requires careful consideration and understanding of the process involved. Whether you are shifting your business focus, facing fulfillment challenges, or simply seeking alternative solutions, knowing how to effectively cancel your Amazon seller account is essential. This article aims to provide a comprehensive guide on canceling […]

    Download PDF
    Swiftstart News Ultimate Guide to Amazon Prime Day 2024 - Shop and Save Big

    Are you ready for the shopping event of the year? Brace yourself because Amazon Prime Day 2024 is just around the corner, and it's gearing up to be bigger and better than ever before. Whether you're a seasoned Prime Day shopper or a newbie looking to snag the best deals, Amazon Prime Day has more […]

    Download PDF
    Swiftstart News How To Request A Refund On Amazon For Quick Payout

    Welcome to our comprehensive guide on how to request a refund on Amazon. As one of the world's largest e-commerce platforms, Amazon offers a hassle-free refund process for its customers. Whether you received a defective item, changed your mind about a purchase, or encountered any issues with your order, knowing how to navigate the refund […]

    Download PDF
    Swiftstart News How To Buy Amazon Mystery Box in 2024 | SwiftSart

    Have you ever pondered over those captivating Amazon mystery boxes that people can't resist unboxing on YouTube? With its promise of mystery and delight, this unique offering from Amazon has taken the world by storm. But how can you get your hands on one of these intriguing packages? If you're eager to take a daring […]

    Download PDF
    Swiftstart News Explore the Top 9 Most Expensive Item On Amazon

    In online shopping, Amazon stands as an undisputed household name. With an expansive array of items available for virtual retail therapy, it’s no surprise that beyond customary Amazon Subscribe and Save or Amazon’s Choice items, Amazon presents a variety of exceptionally exclusive and high-priced products. These items allow Amazon sellers to earn great revenues and […]

    Download PDF
    Swiftstart News How to Cancel Amazon Subscribe and Save? A Step-By-Step Guide

    Are you tired of those automatic deliveries from Amazon? Do you want a change or try other options? Whatever the reason, if you're looking for methods of how to cancel Amazon Subscribe and Save subscriptions, we've got you covered. In this easy-to-follow guide, we'll walk you through the process of canceling your Amazon Subscribe and […]

    Download PDF
    Swiftstart News What Is Amazon Peak Season And How to Prepare for It in 2024?

    Amazon Peak Season is the time of the year when Amazon experiences its highest sales volume. Highlights Why We Wrote This? The main intent behind discussing Amazon's peak season is to inform Amazon sellers about the critical timeline, key sales events, and effective strategies for preparation. Understanding the importance of these events is crucial for […]

    Download PDF
    Swiftstart News What is Amazon Digital Charge? Ultimate Guide 2024

    Are you an Amazon customer who has recently noticed an unfamiliar charge on your account statement? You may have been charged for a digital service without even realizing it. Don't worry; you're not alone. Many Amazon users have been confused about these digital charges appearing on their statements. In this comprehensive guide, we'll explain everything […]

    Download PDF
    Swiftstart News How to Test Products for Amazon and Get Paid - Full Guide

    Are you tired of purchasing items on Amazon only to be disappointed by their quality? Or are you an avid online shopper passionate about discovering the latest products without getting disappointed? Become an Amazon product tester, as it’ll allow you to receive complimentary or discounted products in exchange for providing impartial reviews on those items. […]

    Download PDF
    1 2 3
    Get Started TodayCommunityWhy My Brand


    Newsletter & Podcast

    © SwiftStart LLC.

    Build a Profitable Business on Amazon

    Download Our Amazon Seller Guide Now!

    linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram