Amazon is guided by four principles: customer obsession over competition, passion for innovation, commitment to operational excellence, and long-term vision. Amazon aims to be the world's most customer-focused company, the world's best employer, and the world's safest place to work. Customer Reviews, 1-Click Shopping, Personalized Recommendations, Amazon Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire Tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out Technology , Amazon Studios and the Climate Pledge are some of the innovations introduced by Amazon.