23 years on, and ‘everything store’ Amazon emerges as the third force in digital advertising

It’s a little-known fact, but relentless.com was one of the original company names Jeff Bezos was very keen on, before he finally settled on Amazon – which is now far more famous than the world’s longest river. Of course, he made the right decision, but his original name choice says a lot about Bezos’ single-minded mission to create what he called ‘an everything store’.
Like so many tech startups, the world’s largest bookstore started in a garage ba