What steps did Zappos take early in its life as a company to overcome the liability of newness?

Zappos.com is an online shoe and apparel retailer that has built a strong brand and has shown impressive sales growth since its founding. Based in Las Vegas, NV, the company had zero sales in 1999, $370 million in 2005, and over $1 billion in 2008. In 2009, Amazon.com acquired Zappos for $1.2 billion with the agreement that it could operate autonomously and maintain its unique culture. Zappos’ formula for success is seemingly simple. It acquires customers through word-of-mouth and search engine marketing (SEM) and then wows them with customer service that keeps them coming back. The popular press often touts Zappos as the classic example of what can be accomplished through exemplary customer service.