1. Customer Obsession
  2. Earn Trust
  3. Deliver Results
  4. Ownership
  5. Invent & Simplify
  6. Are Right, A lot
  7. Learn and Be Curious
  8. Insist on the Highest Standards
  9. Think Big
  10. Bias for Action
  11. Dive Deep
  12. Have Backbone; Disagree & Commit

The last two principles below only affect Amazon’s internal culture.

  1. Frugality
  2. Hire and Develop the Best