Why has Amazon been so successful? How did it reinvent an entire industry? What will it do next? Amazon's business model is deceptively simple- make online shopping so easy that customers won't think twice. As that button on every page says- 'Buy now with one click'. Amazon is a case study in how to reinvent an entire industry - one that anyone in business ignores at their peril. Richard Brandt's One Click uncovers the secret behind the company's triumph, much of which hinges on Jeff Bezos, its founder and CEO. In this fascinating book, he explains how Bezos's unique character and ruthless business sense have driven Amazon relentlessly forward. Through interviews with Amazon employees and competitors, One Click charts Bezos's rise from computer nerd to world-changing entrepreneur, and reveals how he makes decisions - and where he will take Amazon from here. 'Richard Brandt compellingly profiles one of the great internet executives of the era.' Stephen Leeb, author of The Oil Factor and Red Alert