Amazon initially launched by Jeff Bezos in 1995 as an online bookstore with the name “Cadabra”. Bezos also toyed around with the name “Relentless” and to this day Relentless.com will redirect you to Amazon.com. Bezos always saw Amazon as a technology company, and he had an untraditional business approach for Amazon which he referred to as “Get Big Fast”. “Get Big Fast” was Bezo’s plan to quickly expand Amazon to be larger than any other Internet retailer through low profit margins. This strategy caused the company to survive the Dot-com bubble of the late 1900’s and early 2000’s, and motivated Amazon to expand beyond a simple online bookstore.