Jeff Bezos Said 'Results Were Horrifying' After Amazon Prime's Free Shipping Introduction But He Went Ahead With It Because Good Decisions Require 'Instinct And Risk-Taking'

Amazon Prime, now a cornerstone of Amazon's dominance, was initially a risky bet that Jeff Bezos feared could bankrupt the company, but its unlimited free shipping model, launched in 2005, ultimately revolutionized e-commerce and helped Amazon surpass a $2 trillion valuation.