Retail CEO Optimistic About New Kindle


There is no secret to’s continuing success except “focusing on the basics,” said Jeff Bezos, chairman and CEO.

The world’s largest online retail store’s shares have almost doubled since November.

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“We focus on having the lowest price, the biggest selection, and making sure we can get products delivered quickly, conveniently and easily,” Bezos said in an interview on CNBC. “We’ve been working on that for 14 years, and we’ll continue doing that.”

Amazon Rekindles Growth

Amazon begins shipping its Kindle 2, the upgraded digital reading device, to eager readers this week. (Watch the accompanying video for the full interview...)

“It’s easier to read on the Kindle than a physical book,” said Bezos. “People really do want a purpose-built reading device for reading. It’s much better than reading on a cell phone or on other mobile devices.”

The new Amazon Kindle is 3G wireless and delivers books in under 60 seconds. The machine is 10.2 ounces and holds 1,500 e-books.

Kindle sales could hit $1.2 billion by 2010, according to Citigroup.

Eventually, the Kindle will be made available on cell phones. Additionally, Bezos said Americans should be “super-optimistic” about Obama’s stimulus package.

“Short term, I don’t know what’s going to happen. It’s obviously the key questions and it’s a trillion dollar question and growing,” he said. “[However] I do believe in the long term, we should be super optimistic. I believe in the long term, we’re going to be just fine.”