The most impressive feature of these letters: consistency. Bezos has improved his thinking and writing since 1997, but the key principles stay the same. He repeats himself often (and that's good!) and exemplifies a CEO keeping the company steady and aimed in the right direction. A perfect example of "CEOs Don't Steer" ().
*Spoiler* In my opinion Bezos primarily focuses on 5 things.
1) Future thinking. 2) Customer experience. 3) External trends. 4) High velocity decision making/running lots of experiments. 5) Essentially treating each day as "Day 1".
He continually comes back to the customer experience in all his letters over the years and always tries to differentiate products for them. Marketplace, Prime and AWS were all differentiated enough to create massive value and hence become big businesses.
Throughout his letters he also always says, "I know it's not going to be easy", but puts emphasis on "Work Hard, Have Fun, Make History".
This entire review has been hidden because of spoilers.