Case 2: Amazon.com In 1994, recent Princeton graduate and Wall Street executive Jeff Bezos left his job, began working out of the garage of his rented home, and raised several million dollars of start-up capital to launch an online retail business. The following year, he opened a 400-square foot office in Bellevue Washington, and launched Amazon.com, billed as "the world's largest bookstore." By 1996, Amazon had become one of the most successful web-based retailers, with revenues of almost $16 million. 5 In 1997, Bezos took Amazon public and annual sales rose to $147 million. n that same year, Amazon became the sole book retailer on America Online's (AOL) public website and Netscape's commercial channel. In 1998, Amazon launched its online music and video stores, began to sell toys and electronics, and expanded its European reach with the acquisition of online booksellers in the United Kingdom and Germany. The company grew at a phenomenal pace in the years that followed In 2000, Amazon launched a 10-year partnership with Toysrus.com to co- brand a toy and video game store. In the following year, Amazon cut 15% of its workforce as part of a restructuring plan that also forced a $150 million charge. Amazon also partnered with now defunct Borders in 2001 to