Bezos' ever-growing business ambition requires him to go far beyond his current role at Amazon, making other Amazon executives more frequently serve as the face of the company.
An Amazon representative didn't respond to a request for comment.
The changing approach at Amazon comes as its expansion reaches unprecedented levels. Beyond online shopping, the company is engaged in everything from physical retail and shipping to drone delivery, voice technology and movie production.
Dave Limp, Senior Vice President of Amazon Devices, introduces the 'smart plug' during an event at the Amazon Spheres, on September 20, 2018 in Seattle Washington.Bezos, meanwhile, is spending more of his time outside of Amazon. He invests roughly $1 billion every year on his spaceship company Blue Origin, and has been more engaged with the venture of late.
But there's only one Bezos. He's the world's richest person, with a net worth of about $110 billion, and it's hard to imagine a time when he's not the driving force behind the company's vision. As if anyone had questions about who's still the boss, Bezos gave one particularly concise answer this week to remind them. While on stage at re:Mars, "an event hosted by Jeff Bezos," as the website says, he"No! Certainly not twice," Bezos said. He followed by saying that it actually happens frequently. "I seek it out," he said.
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