When Jeff Bezos started Amazon, the concept was “universal selection of books.” And as they added new product categories, Amazon kept their founding vision of universal selection. But as Jeff explains: “We realized very early that the only way we were going to get to universal selection of all product categories is if we invited third-party sellers to join us.” Amazon’s first two implementations of this (Amazon Auctions and Z Shops) both failed. But their third attempt (Amazon Marketplace) succe