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14 min 09 sec
Available in:English

The Everything War: Amazon's Ruthless Quest to Own the World and Remake Corporate Power

Shows how Amazon used partners' data, startup pitches, predatory pricing and a punishing work culture to grow, and helps sellers, founders and managers spot the same pressures in the platforms and workplaces they depend on.

Table of Content

If you sell online, build a startup or just buy things with one click, you probably think of Amazon as the company that puts the customer first. In The Everything War, Wall Street Journal reporter Dana Mattioli argues that this slogan, customer obsession, has covered a long record of tactics that hurt almost everyone who is not the customer. The American Federal Trade Commission and 17 state attorneys general took Amazon to court in September 2023, charging it with running an illegal monopoly, although antitrust law in the United States exists mainly to protect consumers.

Mattioli’s case is that Amazon’s rise from a garage bookstore came from growth at any cost, and that partners, rivals and its own workers paid the bill. Her reporting moves from a toy retailer to a smart speaker startup, a diaper price war and a ranking system employees feared. Together they give you a way to read any dominant platform you depend on, and to see the warning signs before your business or career pays for them.

The famous origin is a man shipping books from his garage. The real starting point was a hedge fund assignment, and it explains why Amazon could lose money for years and still make its founder a billionaire.

A struggling toy chain handed Amazon its website and an exclusive deal. Within a few years it was in court, and its experience became a pattern that sellers on big platforms still face.

A startup building a talking home device thought it had found a powerful partner. What happened next, and who sat quietly in pitch meetings, should change how any founder handles a corporate investor.

One day a rival’s prices dropped by almost a third, and an executive suggested it was time to sell. When the company tried to find another buyer, the threat got bigger. The price of diapers became a weapon.

Sleeping under desks once looked like startup passion. Decades later, a ranking system decided who stayed, and former employees describe what it did to them, including after cancer diagnoses and miscarriages.

Mattioli’s reporting turns a slogan into a question. Customer obsession sounds like care, but in her account it worked more like a license: if the shopper got a lower price or a faster delivery, almost anything done to a partner, a rival or an employee could be justified. The garage plan, the reinvestment rule and the cloud business built a company that could afford to lose money for years. That ability then became a weapon against Toys R Us, Ubi, Diapers.com and the staff who feared landing in the bottom 10 percent. Shoppers paid as well, through prices that rose once rivals were gone and through fewer places to buy.

The book points to habits worth keeping. If you depend on a platform, know what data it holds about you and build a route to your customers that it does not own. If a large investor wants to see your technology, find out exactly who will read it. If prices in your market suddenly collapse, ask who can stay unprofitable the longest. And if you lead people, check whether your systems reward beating colleagues.

After 30 years of growth, the shape of Amazon’s empire is finally visible, and so is the list of people who paid for it.

About this book

What is this book about?

Amazon calls customer obsession its guiding principle. Yet the American Federal Trade Commission, joined by 17 state attorneys general, filed suit against the company in September 2023 and accused it of operating an illegal monopoly. The irony is that antitrust law in the United States exists mainly to protect consumers. Wall Street Journal reporter Dana Mattioli sets out to explain how both things can be true at once. She follows Amazon from Jeff Bezos's early research at a hedge fund, through the Get Big Fast years and the launch of Amazon Web Services, into a long record of disputes. A toy retailer that let Amazon run its website saw Amazon start selling its toys. A voice-device startup alleges its ideas ended up in the Echo. A diaper rival was squeezed with price cuts until it sold. Inside the company, stacked ranking set employees against each other. Readers get a clear account of how a dominant platform turns the access it is given into an advantage over the people who gave it. They also get practical warning signs for anyone who sells on such a platform, pitches to a corporate investor or runs a team.

Book Information

Rating:

Genre:

Economics, Entrepreneurship & Startups

Topics:

Competitive Strategy, Power Dynamics, Public Policy

Publisher:

Hachette

Language:

English

Narrator:

Rachel

First published:

April 23, 2024

Pages:

391

Length:

14 min 09 sec

Get the book:

Amazon

Who it's for

  • Marketplace sellers

    Online sellers who depend on a large marketplace and want to know what it can see and do.

  • Founders weighing corporate money

    Founders weighing money from a corporate investor or partner.

  • Curious how Amazon grew

    Managers and curious readers who want to understand how Amazon really grew and what it cost.

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About the Author

Dana Mattioli

Dana Mattioli has reported for The Wall Street Journal since 2006. She has covered mergers and acquisitions and done investigative reporting, which is the background she brings to Amazon's deals and disputes. She won the Gerald Loeb Award for Breaking News in 2016 and the Gerald Loeb Award for Beat Reporting in 2021, and in 2021 she also received the WERT Prize for business journalism.

Ratings & Reviews

Ratings at a glance

4.5

Overall score based on 11 ratings.

What people think

Listeners find the book fascinating and deeply investigative, offering valuable perspective on Amazon’s history. They characterize the account as eye-opening.

Top reviews

Savannah

Wow. This book blew my mind regarding how calculated Amazon's dominance actually is. Mattioli dives deep into the "Basics" unit and how they weaponize third-party data to crush competition. It’s a chilling look at corporate espionage disguised as convenience and innovation. I found myself checking my own purchase history with a growing sense of guilt after every single chapter. The writing is sharp, though the sheer volume of unethical practices mentioned can get overwhelming for a casual reader. If you think you know how this company works, you probably don't know the half of it. It’s eye-opening and absolutely necessary for anyone who shops online. This is investigative journalism at its finest.

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Caleb

After hearing Mattioli on a podcast, I knew I had to grab this book immediately to understand the scale of the problem. It is terrifying how they lure in startups for "partnerships" only to steal their proprietary tech for Echo and Alexa devices. The "Basics" brand isn't just a budget line; it’s a predatory tool used to bankrupt the very people selling on their platform. I was especially shocked by the figures regarding tax avoidance—imagine what $5 billion in annual corporate taxes could do for our infrastructure! This book will make you want to cancel your Prime membership and drive to a local store instead. It is a truly eye-opening account of how modern monopolies operate behind closed doors. Highly recommended for every consumer.

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Watchara

Not gonna lie, I finished this book and immediately felt like I needed to delete every shopping app I have on my phone. The level of anti-competitive behavior described here is wild, especially regarding how they handle intellectual property from smaller companies. We often hear about the warehouse conditions, but the corporate-level "war" on competition is even more systemic and dangerous. Mattioli proves that the company has worked every single loophole to maintain its status as an untouchable monopoly. The writing is fast-paced for a business book and kept me engaged through some pretty dense legal topics. It’s an essential read for anyone who cares about where their money actually goes when they click that "buy now" button.

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Bird

Picked this up on a whim and was immediately sucked into the drama of how Amazon treats its supposed "partners." The way they leveraged cloud computing profits from AWS to fund predatory pricing in retail is a genius, albeit evil, business strategy. This book doesn't just complain; it provides the receipts for every claim of monopoly-level power and market manipulation. It's a scary look at how one company can basically own the infrastructure of our entire lives without us even noticing. Don't buy this on Amazon if you can help it—support your local bookstore or use a library app instead! It’s the best analysis of their true business practices I’ve seen in years. Truly an eye-opening and visceral experience.

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Jong

Dana Mattioli has crafted a powerhouse of investigative journalism that reads like a corporate thriller. Having followed her work at the Wall Street Journal, I expected high-quality reporting, and she certainly delivered here. The book focuses heavily on the antagonistic relationship between the tech giant and its third-party sellers. It’s a bit repetitive in the middle sections, but the detailed account of the FTC’s lawsuit provides great context for current headlines. Personally, I found the sections on the D.C. lobbying efforts to be the most enlightening part of the narrative. This is a solid, well-researched history of a company that has become nearly impossible to avoid in our daily lives. Definitely worth the read for the political insights alone.

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Mind

The chapter on the industrial espionage unit was an absolute shocker that I haven't been able to stop thinking about lately. Mattioli explains how Amazon uses 3rd-party seller secrets to create competing products that undercut everyone else on price and visibility. It really puts a sinister spin on the "customer obsessed" motto they love to parade around in public. The book is lengthy, but the investigative rigor makes it worth the effort for anyone interested in the future of commerce. My only complaint is that it occasionally gets bogged down in the specific details of the FTC lawsuit which might feel dated soon. Otherwise, it is a masterclass in business reporting and a very necessary critique of our digital marketplace.

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Gin

Ever wonder why that specific item you saw from a small brand suddenly has an "Amazon Basics" version for half the price? This book answers that question in brutal, well-researched detail that will make your skin crawl. Mattioli traces the company’s evolution from a simple bookstore to a global empire that controls the very rails of modern commerce. The tension between the Bezos empire and various government administrations is presented with the clarity of someone who has lived this beat for years. It’s an angering read, but it provides essential context for why the FTC is finally moving against them. I’m giving it four stars because it can be a bit tangential in the later chapters regarding warehouse logistics.

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Sayan

While the research in this book is undeniably thorough, the tone often feels unnecessarily hostile toward Amazon’s general growth. Many large corporations use aggressive strategies to expand their footprint, so I’m not sure Amazon is the unique villain Mattioli paints them to be. The argument for a total monopoly feels a bit stretched when you consider that the retail landscape is still evolving every single day. I appreciated the deep dive into their industrial espionage, but a more balanced perspective would have made the book much stronger. It’s an interesting read for business junkies, but take some of the "scare tactics" with a grain of salt. To be fair, the sections on tax loopholes were quite frustrating to read about even if the tone was off.

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Vimolwan

Truth is, I had high hopes for this one, but it feels like Mattioli is a bit too focused on her own previous reporting. By emphasizing the theft of seller data over the more structural issues like "Fulfillment by Amazon," the book misses the real core of their power. It’s still a very well-written account, but it doesn't quite reach the heights of Stone’s "Amazon Unbound" in terms of historical scope. The ending, focused on the Lina Khan era at the FTC, feels a bit rushed compared to the early chapters. If you’re new to the Amazon story, you’ll learn a lot, but seasoned tech readers might find it a bit repetitive. It's a decent addition to the shelf but not the definitive volume.

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Layla

Maybe it’s just me, but I found this entire account to be incredibly dry and far too long for the points it was making. It felt like a collection of news articles stitched together rather than a cohesive narrative with a fresh perspective. I struggled to get through the chapters on D.C. politics because they were bogged down in names and dates that didn't feel essential to the main point. Frankly, if you’ve already read "The Everything Store," you might not find enough new information here to justify the time investment. The author spends way too much time on her own scoops from the WSJ instead of looking at the bigger picture of the global logistics business. It’s well-researched, but the pacing killed my interest halfway through.

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Questions about this book

It explains how Amazon grew from an online bookstore started in 1994 into a company present in shopping, streaming, smart devices and cloud computing. Mattioli argues that growth at any cost, justified as customer obsession, led to accusations of misusing partners’ data, copying startups’ ideas, predatory pricing and a harsh work culture. The September 2023 FTC lawsuit, joined by 17 state attorneys general, frames the story.

In 2000, Toys R Us let Amazon run its website and fulfillment in exchange for being the only toy seller on Amazon. With data on which toys sold well, Amazon began selling popular toys itself. In 2004 Toys R Us filed a lawsuit for breach of contract, pointing to more than 4,000 toys sold against the deal. Mattioli lists it among Amazon clients turned rivals that later went bankrupt.

In 2009, Amazon cut its diaper prices by 30 percent to undercut Diapers.com, and an executive, Jeff Blackburn, told a board member of its parent company Quidsi that they should sell. When Quidsi talked to Walmart, Amazon threatened to cut diaper prices to zero. Amazon bought Quidsi and then raised prices back to normal, which Mattioli describes as an extreme case of predatory pricing.

Mattioli describes intense pressure from the start, from seventy-hour weeks in the 1990s to strict quotas in fulfillment centers. A stacked ranking system rates staff four times a year, and the bottom 10 percent each year go on a Performance Improvement Plan, seen internally as a step toward firing. Former employees say they were placed on these plans after cancer diagnoses and miscarriages.

Treat a platform or investor that could compete with you as a possible rival. Know what data a marketplace holds about your sales and keep your own route to customers. Before pitching to a corporate fund, ask who will attend and who can read your documents. Watch contracts for clauses that tie your prices across channels, and be wary when a dominant player suddenly slashes prices.

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The Everything War

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