第十七封信:21个客户至上的具体案例

第十七封信中英文对照:

To our shareowners:

致我们的股东:

I’m so proud of what all the teams here at Amazon have accomplished on behalf of customers this past year. Amazonians around the world are polishing products and services to a degree that is beyond what’s expected or required, taking the long view, reinventing normal, and getting customers to say “Wow.”

我为Amazon这一年代表客户所取得的成就感到自豪。世界各地的Amazon员工,正以超出预期和程度,放眼长期,打造更好的产品与服务。重塑标准,让客户惊叹:「哇!」

I’d like to take you on a tour that samples a small subset of our various initiatives, ranging from Prime to Amazon Smile to Mayday. The goal is to give you a sense for how much is going on across Amazon and how exciting it is to work on these programs. This broad array of initiatives is only possible because a large team of talented people at every level are exercising their good judgment every day and always asking, how do we make this better?

从Prime服务、Amazon Smile到Mayday,我想带你一个一个认识Amazon的做事方法。希望能让你明白,Amazon正在做什么,以及这些作为反映在服务上会有什么效果。之所以在多项业务上同时开展,是因为在各层级中都有大批优秀人才,每天在工作中运用良好的判断力,并且总是追求:我们如何做得更好?

Ok, let’s get started on the tour.

好,让我们开始吧!

Prime

Prime付费订阅服务

Customers love Prime. More than one million customers joined Prime in the third week of December alone, and there are now tens of millions of Prime members worldwide. On a per customer basis, Prime members are ordering more items, across more categories, than ever before. Even internally, it’s easy for us to forget that Prime was a new, unproven (some even said foolhardy) concept when we launched it nine years ago: all-you-can-eat, two-day shipping for a flat annual fee. At that time, we had one million eligible Prime products. This year, we passed 20 million eligible products, and we continue to add more. We’ve made Prime better in other ways too, adding new digital benefits – including the Kindle Owners’ Lending Library and Prime Instant Video. And we’re not done. We have many ideas for how to make Prime even better.

顾客们喜爱Prime服务。仅在12月的第三周,就有超过100万名顾客加入了Prime会员的行列。如今,全球有超过数千万名Prime会员。每名Prime会员都因此购买了更多商品,商品种类横跨了各式各样。我们经常会忘记,Prime服务只是个9年前提出的新概念,这个概念未经证实,甚至被认为是莽撞的点子:只要固定费用,就能享有运费吃到饱且2天内可收件的服务。当时,Amazon上有100万件可用于Prime服务的商品。今年,我们增加了2000万可用于Prime服务的新商品,而且我们会持续增加新品。我们还透过其他方式让Prime服务变得更好,让服务涵盖很多数字内容-包含Kindle Owners’ Lending Library和Prime Instant Video。还没完呢!我们还有很多点子!

Readers & Authors

读者与作者

We’re investing heavily on behalf of readers. The all-new, high-resolution, high-contrast Kindle Paperwhite launched to rave reviews. We integrated the very impressive Goodreads into Kindle, introduced FreeTime for Kindle, and launched Kindle in India, Mexico, and Australia. Bringing joy to air travelers, the FAA approved the use of electronic devices during takeoff and landing. Our public policy team, with the help of many allies, worked patiently for four years on this, at one point loading a test plane with 150 active Kindles. Yes, it all worked fine!

我们已大力投资于读者服务。全新推出的高分辨率、高对比度度的Kindle Paperwhite获得好评。我们将图书分享网站Goodreads整合至Kindle,为Kindle加上FreeTime服务,并在印度、墨西哥、澳洲推出Kindle。美国联邦航空总署批准在起飞和降落期间使用电子设备。我们的公共政策团队,在很多盟友的帮助下,为此努力工作四年才获得此批准。在一次试验中,我们在飞机上安装了150台Kindle,完全不影响飞航安全!

Joining CreateSpace, Kindle Singles, and Kindle Direct Publishing, is the new service Kindle Worlds, the literary journal Day One, eight new Amazon Publishing imprints, and the launch of Amazon Publishing in the UK and Germany. Thousands of authors are already using these services to build fulfilling writing careers. Many write and tell us how we have helped them send their children to college, pay off medical bills, or purchase a home. We are missionaries for reading and these stories inspire and encourage us to keep inventing on behalf of writers and readers.

新服务Kindle Worlds结合了CreateSpace、Kindle Singles和Kindle自助出版,开始了我们在出版产业的Day One。我们在英国和德国开始了Amazon Publishing的业务,已经有了八间出版公司加入我们。成千上万名作者使用这些服务,建立充实的写作生涯。许多人写信告诉我们,Amazon如何帮助他们赚钱送孩子上大学、还清医疗费或购买房产。我们是阅读的传教士,书籍启发并鼓励我们不断往前。

Prime Instant Video

Amazon Prime影音

Prime Instant Video is experiencing tremendous growth across all metrics – including new customers, repeat usage, and total number of streams. These are output metrics and they suggest we are on a good path, focusing on the right inputs. Two of the key inputs are the growth of selection and the desirability of that selection. Since we launched PIV in 2011 with 5,000 titles, we’ve grown selection to more than 40,000 movies and TV episodes – all included in your Prime membership. PIV has exclusives on hundreds of sought after TV seasons including Downton Abbey, the ratings blockbuster Under the Dome, The Americans, Justified, Grimm, Orphan Black, Suits, and kids programs such as SpongeBob SquarePants, Dora the Explorer, and Blue’s Clues. In addition, our Amazon Studios team continues to invest heavily in original content. Garry Trudeau’s Alpha House, starring John Goodman, debuted last year and quickly became the most-watched show on Amazon. We recently greenlit six more originals, including Bosch, by Michael Connelly, The After, from Chris Carter of The X-Files, Mozart in the Jungle, from Roman Coppola and Jason Schwartzman, and Jill Soloway’s beautiful Transparent, which some have called the best pilot in years. We like our approach and are replicating it with our recent rollout of PIV in both the UK and Germany. The early customer response in those countries has been terrific, surpassing our expectations.

在所有指标上,Prime Instant Video都经历了巨幅增长,包括新客户数、重复使用率和总流量。这些指标告诉我们,我们正走在一条正确的路。这些指标中,最关键的是品项的增长。2011年推出Amazon Prime影音时,当时品项只有5000种,而我们现已增加至40000种电影和影集-全都包含在你的Prime会员资格里。Amazon Prime影音涵盖数百个独家节目,包括《Downton Abbey》、收视率最高的《Under the Dome》、《The Americans》、《Justified》、《Grimm》、《Orphan Black》、《Suits》、儿童节目《SpongeBob SquarePants》、《Dora the Explorer》和《Blue’s Clues》。此外,Amazon Studio团队持续投资于原创内容。Garry Trudeau创作的《Alpha House》,由John Goodman主演,去年在Amazon平台亮相之后,迅速成为Amazon最受欢迎的节目。我们最近新增了六部原创内容,包括Michael Connelly的《Bosch》、Chris Carter的《The After》、Roman Coppola和Jason Schwartzman的《Mozart in the Jungle》、Jill Soloway的《Transparent》,其中多部被誉为近年来最佳试播节目。我们喜欢这样的做法,近期也在英国和德国试图复制这样的做法。早期客户的反应很好,超出了我们的预期。

Fire TV

Fire TV

Just this past week, after two years of hard work, our hardware team launched Fire TV. Not only is Fire TV the best way to watch Amazon’s video offerings, it also embraces non-Amazon content services like Netflix, Hulu Plus, VEVO, WatchESPN, and many more. Fire TV has big hardware specs in a category that’s previously been hardware-light. It shows. Fire TV is fast and fluid. And our ASAP technology predicts what you might want to watch and pre-buffers it, so shows start instantly. Our team also put a small microphone in the remote control. Hold down the mic button on the remote, and you can speak your search term rather than type it into an alphabet grid. The team has done a terrific job – the voice search actually works.

就在过去一周里,经过两年的努力,我们的硬件团队推出Fire TV。Fire TV不仅是观看Amazon视频服务的最佳工具,也能兼容Netflix、Hulu Plus、VEVO和WatchESPN。Fire TV的硬件规格较具份量,有别于该类型常见的轻量设备。它的播放能力很强,播放速度快又流畅。我们的「越快越好」技术能够预测你想看的内容,并提前做好播放缓冲,让你可以一切到节目就能立即播放。我们团队把一个小型麦克风放在遥控器里,按着遥控器底下的麦克风按钮,你就可以用语音搜寻节目。这个团队做得很好-语音搜寻确实可行。

In addition to Prime Instant Video, Fire TV gives you instant access to over 200,000 movies and TV episodes available a la carte, including new releases like Gravity, 12 Years a Slave, Dallas Buyers Club, Frozen, and more. As a bonus, Fire TV also lets you play high-quality, inexpensive games on your living room TV. We hope you try it out. If you do, let us know what you think. The team would love to hear your feedback.

除了Prime Instant Video,Fire TV还让你可以随时取得超过20万部电影和影集,包括最新电影《Gravity》、《12 Years a Slave》、《Dallas Buyers Club》、《Frozen》等。另外,Fire TV还有一项加分项-可播放高质量的平价游戏。我们希望你试试看,使用后请告诉我们你的想法。我们团队乐于听见你们的声音。

Amazon Game Studios

Amazon游戏工作室

It’s early in the twenty-second century and Earth is threatened by an alien species, the Ne’ahtu. The aliens infected Earth’s energy grid with a computer virus to disable the planet’s defenses. Before they could strike, computer science prodigy Amy Ramanujan neutralized the alien virus and saved the planet. Now, the Ne’ahtu are back and Dr. Ramanujan must prevent them from launching an all-out invasion on Earth. She needs your help.

在21世纪初,地球受到外来物种Ne’ ahtu威胁,他们用计算器病毒瘫痪地球的防御体系,感染了地球的能源网络。在他们要进行致命一击时,计算器科学天才Amy Ramanujan解决了计算器病毒,拯救了地球。现在,Ne’ ahtu即将再次造访地球,Ramanujan博士必须阻止他们对地球发起全面进攻。Ramanujan需要你的帮助。

That’s how Sev Zero, the first Fire TV exclusive from Amazon Game Studios, begins. The team combined tower defense with shooter gameplay and created a co-op mode where one player leads on the ground with their gamepad controller while a second player provides air support from a tablet. I can assure you that there are some intense moments when you’ll appreciate a well-timed air-strike. When you see it, you may be surprised that this level of game play is possible on an inexpensive streaming media device. Sev Zero is only the first of a collection of innovative and graphically beautiful games we’re building from the ground up for Fire tablets and Fire TV.

以上就是Amazon游戏工作室的第一款Fire TV游戏《Sev Zero》的开头。团队结合了塔防游戏和射击游戏,并创造出一种合作模式,由一名玩家开始操控游戏手柄,并由另一名玩家透过平板计算机提供空中支持。我可以向你保证,你会在某些紧张刺激的时刻,见到适时的空袭帮助。当你见到它时,相信你会惊讶于平价设备的游戏展示能力。《Sev Zero》只是我们为Fire平板和Fire TV打造的第一款游戏,我们将会再接再厉,持续推出一系列精美的游戏。

Amazon Appstore

Amazon应用商店

The Amazon Appstore now serves customers in almost 200 countries. Selection has grown to include over 200,000 apps and games from top developers around the globe – nearly tripling in size over the past year. We introduced Amazon Coins, a virtual currency that saves customers up to 10% on app and in-app purchases. Our Whispersync for Games technology lets you start a game on one device and continue it on another without losing your progress. Developers can use the Mobile Associates program to offer millions of physical products from Amazon inside their apps, and earn referral fees when customers buy those items. We introduced Appstore Developer Select, a marketing program that promotes new apps and games on Kindle Fire tablets and on Amazon’s Mobile Ad Network. We created Analytics and A/B Testing services – free services that empower developers to track user engagement and optimize their apps for iOS, Android, and Fire OS. Also this year, we embraced HTML5 web app developers. They too can now offer their apps on Kindle Fire and through the Amazon Appstore.

Amazon应用商店为近200国家的客户提供服务。提供的App持续增加,包括来自全球顶级开发者的20万种App及游戏-过去一年中规模增长2倍。我们推出虚拟货币Amazon Coins,可为客户节省多达10%的App费用。我们的Whispersync for Games技术可以让你在一台设备开始玩游戏,然后在另一台接续游戏进度。开发者还可以参与Mobile Associates计划,在App内分销Amazon的商品,赚取推荐费。我们推出Appstore Developer Select营销计划,在Kindle Fire和Amazon的移动广告网络上推广新的App和游戏。我们推出Analytics分析服务和A/B测试服务,这些免费服务可以帮助开发者追踪用户数据,并优化他们的iOS、Android和Fire应用。今年,我们开始服务HTML5网页应用开发者,他们现在也可以把App上架于Kindle Fire和Amazon应用商店。

Spoken Word Audio

有声书语音服务

2013 was a landmark year for Audible, the world’s largest seller and producer of audiobooks. Audible makes it possible for you to read when your eyes are busy. Millions of customers download hundreds of millions of audiobooks and other spoken-word programming from Audible. Audible customers downloaded close to 600 million listening hours in 2013. Thanks to Audible Studios, people drive to work listening to Kate Winslet, Colin Firth, Anne Hathaway, and many other stars. One big hit in 2013 was Jake Gyllenhaal’s performance of The Great Gatsby, which has already sold 100,000 copies. Whispersync for Voice allows customers to switch seamlessly back and forth between reading a book on their Kindle and listening to the corresponding Audible book on their smart phone. The Wall Street Journal called Whispersync for Voice “Amazon’s new killer app for books.” If you haven’t already, I recommend you give it a try – it’s fun and expands the amount of time you have available to read.

Audible是世界最大的有声书品牌,业务包含生产有声书和销售有声书。对于Audible来说,2013年是一个具有里程碑意义的一年。当你的眼睛忙于其他事情时,Audible可以为你朗读。数百万用户透过Audible下载数亿本有声书和其他语音节目。2013年,Audible用户共下载了超过6亿小时的播放内容。多亏了Audible Studios,人们可以在通勤路上收听Kate Winslet、Colin Firth、Anne Hathaway等一众明星的节目。Jake Gyllenhaal的《The Great Gatsby》大受欢迎,一共售出超过10万次。Whispersync for Voice技术让用户可以在Kindle阅读与Audible朗读之间无缝切换,《The Wall Street》将此技术称为「Amazon的杀手级应用」。若你还没尝试过,我建议你可以试看看-不仅有趣,而且还可以拓展你的阅读时间。

Fresh Grocery

生鲜杂货

After trialing the service for five years in Seattle (no one accuses us of a lack of patience), we expanded Amazon Fresh to Los Angeles and San Francisco. Prime Fresh members pay $299 a year and receive same-day and early morning delivery not only on fresh grocery items but also on over 500,000 other items ranging from toys to electronics to household goods. We’re also partnering with favorite local merchants (the Cheese Store of Beverly Hills, Pike Place Fish Market, San Francisco Wine Trading Company, and many more) to provide the same convenient home delivery on a great selection of prepared foods and specialty items. We’ll continue our methodical approach – measuring and refining Amazon Fresh – with the goal of bringing this incredible service to more cities over time.

在西雅图开展生鲜杂货业务五年之后(没人指责我们缺乏耐心),我们将Amazon生鲜服务拓展至洛杉矶和旧金山。Prime Fresh会员一年只要付299美元,就能享受当天送达的新鲜食品杂货,品项超过50万种,从玩具、电子产品到家庭用品应有尽有。我们还与当地最受欢迎的卖家合作(比佛利山庄的奶酪店、帕克鱼市场、旧金山葡萄酒贸易公司),以最便捷的方式送货上门,提供各式现成的食品与特色菜肴。我们会持续评估并完善Amazon生鲜业务-目标是让这个不可思议的服务拓展至更多城市。

Amazon Web Services

AWS云端运算服务

AWS is eight years old, and the team’s pace of innovation is actually accelerating. In 2010, we launched 61 significant services and features. In 2011, that number was 82. In 2012, it was 159. In 2013: 280. We’re also expanding our geographic footprint. We now have 10 AWS regions around the world, including the East Coast of the U.S., two on the West Coast, Europe, Singapore, Tokyo, Sydney, Brazil, China, and a government-only region called GovCloud. We have 26 availability zones across regions and 51 edge locations for our content distribution network. The development teams work directly with customers and are empowered to design, build, and launch based on what they learn. We iterate continuously, and when a feature or enhancement is ready, we push it out and make it instantly available to all. This approach is fast, customer-centric, and efficient – it’s allowed us to reduce prices more than 40 times in the past 8 years – and the teams have no plans to slow down.

AWS推出至今已经有八年历史,而我们团队的创新步伐仍在加速。2010年,我们推出了61种重要服务。2011年,服务数从61种增加为82种。2012年,服务数增加为159种。2013年,服务数扩增为280种。我们还在扩大服务范围,目前我们在全球有10个服务区域,包括美国东海岸、美国西海岸、欧洲、新加坡、东京、悉尼、巴西、中国,以及一个名为GovCloud的政府专用区域。我们的内容分发网络有26个可用区域,其中包含51个边陲位置。开发部门直接与客户合作,拥有直接调整设计并发布的权力。我们会持续迭代,当新功能就绪时,我们就会提供给所有客户。这样以客户为中心的做法,快速且高效-使我们在过去8年中降价超过40次,而且没有放慢速度的迹象。

Employee Empowerment

员工授权

We challenge ourselves to not only invent outward facing features, but also to find better ways to do things internally – things that will both make us more effective and benefit our thousands of employees around the world.

我们挑战自我,不只是为了向外证明什么,也是为了帮助自己把事做好-既可以使我们更有效,也可以惠及全球成千上万的员工。

Career Choice is a program where we pre-pay 95% of tuition for our employees to take courses for indemand fields, such as airplane mechanic or nursing, regardless of whether the skills are relevant to a career at Amazon. The goal is to enable choice. We know that for some of our fulfillment center employees, Amazon will be a career. For others, Amazon might be a stepping stone on the way to a job somewhere else – a job that may require new skills. If the right training can make the difference, we want to help.

「职业选择(Career Choice)」是一个Amazon员工的培训计划。由公司预付95%学费,提供员工选修飞机修护或护理等技能的机会,技能不需要和工作直接相关。这项计划是为了提供选择。在Amazon配送中心工作的员工之中,有些人把这份工作当成他的职业;有些人则把这份工作当成另一份工作的垫脚石。他们未来的工作可能需要新技能,如果职业训练能帮助他们,我们很乐意这么做。

The second program is called Pay to Quit. It was invented by the clever people at Zappos, and the Amazon fulfillment centers have been iterating on it. Pay to Quit is pretty simple. Once a year, we offer to pay our associates to quit. The first year the offer is made, it’s for $2,000. Then it goes up one thousand dollars a year until it reaches $5,000. The headline on the offer is “Please Don’t Take This Offer.” We hope they don’t take the offer; we want them to stay. Why do we make this offer? The goal is to encourage folks to take a moment and think about what they really want. In the long-run, an employee staying somewhere they don’t want to be isn’t healthy for the employee or the company.

「给钱走人(Pay to Quit)」是另一项计划。这样的做法起源于Zappos,而我们Amazon配送中心持续优化此做法。给钱走人计划非常简单,Amazon每年会提供一次机会让员工拿钱走人。第一年给1000美元,第二年给2000美元,直到达到5000美元。此计划的信件标题为「请不要接受此提案」,我们希望员工留在Amazon。那为什么我们要提供这项计划?我们的目的是希望人们花时间思考自己真正想要的东西是什么。长期来看,对公司或员工来说,留在自己不想去的地方都不是一件健康的事。

A third inward innovation is our Virtual Contact Center. It’s an idea we started a few years back and have continued to grow with terrific results. Under this program, employees provide customer service support for Amazon and Kindle customers while working from home. This flexibility is ideal for many employees who, perhaps because they have young children or for another reason, either cannot or prefer not to work outside the home. Our Virtual Contact Center is our fastest growing “site” in the U.S., operating in more than ten states today. This growth will continue as we hope to double our state footprint in 2014.

第三项内部创新是我们的虚拟客服中心。我们几年前有了这个点子,并持续开展做法,取得了令人瞩目的成果。根据该计划,员工在家中工作时,可以为Amazon和Kindle用户提供客服支持。对于因为小孩或其他原因而无法离开家的员工来说,这种灵活性是理想的选择。虚拟客服中心是我们在美国增长最快的「站点」,目前已在十多个州运营。我们希望在2014年,将站点数持续扩大一倍。

Veteran Hiring

退伍军人招聘

We seek leaders who can invent, think big, have a bias for action, and deliver results on behalf of customers. These principles look familiar to men and women who’ve served our country in the armed forces, and we find that their experience leading people is invaluable in our fast-paced work environment. We’re a member of Joining Forces and the 100,000 Jobs Mission – two national efforts that encourage businesses to offer service members and their families career opportunities and support. Our Military Talent team attended more than 50 recruiting events last year to help veterans find job opportunities at Amazon. In 2013, we hired more than 1,900 veterans. And once veterans join our team, we offer several programs that help them transition more easily into the civilian workforce and that connect them with our internal network of veterans for mentoring and support. These programs have earned us recognition as a top employer by G.I. Jobs Magazine, U.S. Veterans Magazine, and Military Spouse Magazine, and we’ll continue to invest in military veteran hiring as we grow.

我们寻求领导人者的条件是:创新、富有远见、具备以客户为中心的价值观。若你在军队里服役过,你可能对这样的要求很熟悉。我们发现,在Amazon的快节奏工作中,领导团队是很珍贵的经验。Amazon是Joining Forces和100,000 Jobs Mission的成员,这两个组织旨在鼓励企业提供员工与其家庭成员工作机会和支持。去年,我们的军事人才团队参加了50多次招募活动,以帮助退伍军人在Amazon里找到适合的工作机会。2013年,我们雇用了超过1900位退伍军人。一旦退伍军人加入Amazon的行列,我们将提供一些计划,帮助他们从军人身分过渡为民用劳动力,并将新进者加入我们的退伍军人网络,给予指导与支持。这些计划给我们带来美誉,《G.I. Jobs Magazine》、《U.S. Veterans Magazine》和《Military Spouse Magazine》给予Amazon最佳雇主的认可。在持续增长的同时,我们会持续投入于退伍军人招聘。

Fulfillment Innovation

配送创新

Nineteen years ago, I drove the Amazon packages to the post office every evening in the back of my Chevy Blazer. My vision extended so far that I dreamed we might one day get a forklift. Fast-forward to today and we have 96 fulfillment centers and are on our 7th generation of fulfillment center design. Our operations team is extraordinary – methodical and ingenious. Through our Kaizen program, named for the Japanese term “change for the better,” employees work in small teams to streamline processes and reduce defects and waste. Our Earth Kaizens set energy reduction, recycling, and other green goals. In 2013, more than 4,700 associates participated in 1,100 Kaizens.

19年前,每天晚上我都要开着车,到邮局寄送Amazon包裹。我当时想,要是能买台堆高机就好了。时间快进到今天,我们拥有96个配送中心,而且配送中心已迭代至第7版。我们的运营团队十分杰出、做事有条理且独具创意。透过我们的Kaizen计划(Kaizen的意思是日语的「为了更好而改变」),员工编列成小团队来简化流程,以降低资源的浪费。在环境层面,Kaizen计划设定了减少能源消耗、回收利用和其他环保目标。2013年,Kaizen计划数量总计超过1100个,一共超过4700名员工加入其中。

Sophisticated software is key in our FCs. This year, we rolled out 280 major software improvements across the FC network. Our goal is to continue to iterate and improve on the design, layout, technology, and operations in these buildings, ensuring that each new facility we build is better than the last. I invite you to come see one for yourself. We offer fulfillment center tours open to the public, ages six and above. You can find info on the available tours at http://www.amazon.com/fctours. I’m always amazed when I visit one of our FCs, and I hope you’ll arrange a tour. I think you’ll be impressed.

先进成熟的软件设施,是配送与运营(Fulfillment & Operations)的关键。今年,我们在配送与运营方面推出了280项重大软件更新。我们的目标是持续迭代配送中心的设计、布局、技术和运营,确保每个新设施都比上一个更好。我邀请你自己来看看。我们向六岁以上的大众提供公开的配送中心导览,你可以在http://www.amazon.com/fctours查看相关信息。我自己每次参观配送中心时,总会一遍又一遍地感到惊喜。我希望你能够安排一趟导览,相信你也会印象深刻。

Urban Campus

都市园区

In 2013, we added 420,000 square feet of new headquarters space in Seattle and broke ground on what will become four city blocks and several million square feet of new construction. It is a fact that we could have saved money by instead building in the suburbs, but for us, it was important to stay in the city. Urban campuses are much greener. Our employees are able to take advantage of existing communities and public transit infrastructure, with less dependence on cars. We’re investing in dedicated bike lanes to provide safe, pollutionfree, easy access to our offices. Many of our employees can live nearby, skip the commute altogether, and walk to work. Though I can’t prove it, I also believe an urban headquarters will help keep Amazon vibrant, attract the right talent, and be great for the health and wellbeing of our employees and the city of Seattle.

2013年,我们在西雅图增加了42万平方英尺的新总部空间,这里会成为四个城市街区和数百万平方英尺的新总部建筑。事实上,我们大可选择在郊区建立新总部,这样比较省钱。然而,对我们来说,总部设在城市里是一件很重要的事。都市的园区绿化做的比较好。我们的员工能够运用既有的大众运输工具,减少自行开车的需求。我们大力投资于单车路线建设,提供安全、低污染、简易的通勤方式。许多员工住在公司附近,他们可以直接走路上班。虽然我没办法直接证明,但我相信位于都市的总部,可以帮助Amazon保持活动,吸引更多人才,并保持员工健康。对于Amazon或西雅图这座城市来说,都是好事。

Fast Delivery

快速送货

In partnership with the United States Postal Service, we’ve begun for the first time to offer Sunday delivery to select cities. Sunday delivery is a win for Amazon customers, and we plan to roll it out to a large portion of the U.S. population throughout 2014. We’ve created our own fast, last-mile delivery networks in the UK where commercial carriers couldn’t support our peak volumes. In India and China, where delivery infrastructure isn’t yet mature, you can see Amazon bike couriers delivering packages throughout the major cities. And there is more invention to come. The Prime Air team is already flight testing our 5th and 6th generation aerial vehicles, and we are in the design phase on generations 7 and 8.

我们与美国邮政署(United States Postal Service)合作,开始向部分城市提供周日送货服务。周日送货服务,对于Amazon的消费者来说是一件好事。我们计划在2014年在更多城市开展这项服务。在英国,由于服务商无法支持我们的需求,我们已经创造自家的最后一哩路送货网络。在印度和中国,由于配送基础设施尚未成熟,你会看到Amazon送货员骑着单车在大城市中穿梭。这就是创新的起源。Prime Air团队正计划着第5代和第6代的飞行器试飞,第7代和第8代飞行器也正在设计中。

Experiments and More Experiments

试验测试与更多的试验

We have our own internal experimentation platform called “Weblab” that we use to evaluate improvements to our websites and products. In 2013, we ran 1,976 Weblabs worldwide, up from 1,092 in 2012, and 546 in 2011. One recent success is our new feature called “Ask an owner”. It was many years ago that we pioneered the idea of online customer reviews – customers sharing their opinion on a product to help other customers make an informed purchase decision. “Ask” is in that same tradition. From a product page, customers can ask any question related to the product. Is the product compatible with my TV/Stereo/PC? Is it easy to assemble? How long does the battery last? We then route these questions to owners of the product. As is the case with reviews, customers are happy to share their knowledge to directly help other customers. Millions of questions have already been asked and answered.

我们拥有自己的内部测试平台-Weblab。我们使用Weblab来测试我们的网站和产品。2011年我们在全球进行546次测试,2012年进行1092次测试,2013年进行1976次测试。我们近期的成功是一项新功能「问卖家(Ask an owner)。这是多年前我们提出的想法,让消费者可以在线评论、分享意见,帮助其他消费者做出更好的购买决策。从产品页面,消费者可以提出关于产品的任何问题。产品是否和我的电视/音响/计算机兼容?是不是容易组装?电池耗电状况快不快?我们会把问题的答案分享给其他消费者。与评论的反响一样,消费者很乐于分享知识,直接其他人进行购买决策。现在,问题和答复已经超过数百万个。

Apparel and Shoes

服装与鞋子

Amazon Fashion is booming. Premium brands are recognizing that they can use Amazon to reach fashionconscious, high-demo customers, and customers are enjoying the selection, free returns, detailed photos, and video clips that let them see how clothes move and drape as the models walk and turn. We opened a new 40,000 square foot photo studio in Brooklyn and now shoot an average of 10,413 photos every day in the studio’s 28 bays. To celebrate the opening, we hosted a design contest with students from Pratt, Parsons, School of Visual Arts, and the Fashion Institute of Technology that was judged by a panel of industry leaders including Steven Kolb, Eva Chen, Derek Lam, Tracy Reese, and Steven Alan. Kudos to Parsons who took home the top prize.

Amazon Fashion正在蓬勃发展。高端品牌已经意识到,他们可以运用Amazon来触达重视时尚的客群。消费者也很喜欢这些品牌、免费退货服务和详尽的商品照片与视频,使他们能够清晰地看到模特走路和转身时的实际样子。我们在布鲁克林设立了一个40000平方英尺的照相馆,每天平均拍摄10413张照片。为了庆祝开幕,我们与来自Pratt、Parsons、School of Visual Arts和Fashion Institute of Technology的学生一起举办一场设计竞赛,由业内人士进行评判,其中包括Steven Kolb、Eva Chen、Derek Lam、Tracy Reese和 Steven Alan。在此向夺得最高荣誉的Parsons致上敬意。

Frustration-Free Packaging

Frustration-Free包装计划

Our battle against annoying wire ties and plastic clamshells rages on. An initiative that began five years ago with a simple idea that you shouldn’t have to risk bodily injury opening your new electronics or toys, has now grown to over 200,000 products, all available in easy-to-open, recyclable packaging designed to alleviate “wrap rage” and help the planet by reducing packaging waste. We have over 2,000 manufacturers in our FrustrationFree Packaging program, including Fisher-Price, Mattel, Unilever, Belkin, Victorinox Swiss Army, Logitech, and many more. We’ve now shipped many millions of Frustration-Free items to 175 countries. We are also reducing waste for customers – eliminating 33 million pounds of excess packaging to date. This program is a perfect example of a missionary team staying heads-down focused on serving customers. Through hard work and perseverance, an idea that started with only 19 products is now available on hundreds of thousands and benefiting millions of customers.

Amazon与烦人的绑带和塑料包装的斗争越来越激烈。五年前,我们开始了Frustration-Free包装计划。最初的想法很简单,就是让消费者不用冒着受伤的风险打开商品的包装。从电子产品、玩具到目前超过20万种商品,所有商品的包装都是易于开启、可回收的设计,并实现减量帮助地球。在计划中,我们与超过2000间包装耗材制造商合作,包括Fisher-Price、Mattel、Unilever, Belkin、Victorinox Swiss Army、Logitech。透过Frustration-Free包装计划,我们已经向全球175个国家运送了数百万件包裹。迄今为止,我们为消费者减少了3300万磅多余耗材。此计划是我们以客户为中心的典范。经过艰苦奋斗,这个计划涵盖的范围,从起初的19项商品增加至成千上万种,使数百万客户受益。

Fulfillment by Amazon

Amazon配送服务

The number of sellers using Fulfillment by Amazon grew more than 65% last year. Growth like that at such large scale is unusual. FBA is unique in many ways. It’s not often you get to delight two customer sets with one program. With FBA, sellers can store their products in our fulfillment centers, and we pick, pack, ship, and provide customer service for these products. Sellers benefit from one of the most advanced fulfillment networks in the world, easily scaling their businesses to reach millions of customers. And not just any customers – Prime members. FBA products can be eligible for Prime free two-day shipping. Customers benefit from this additional selection – they get even more value out of their Prime membership. And, unsurprisingly, sellers see increased sales when they join FBA. In a 2013 survey, nearly three out of four FBA respondents reported that their unit sales increased on http://Amazon.com more than 20% after joining FBA. It’s a win-win.

去年,使用Amazon配送的卖家数量增长超过65%。如此大规模的增长是很罕见的。Amazon配送服务在很多方面都是独一无二的。通常来说,你很难用一项服务满足两群客户。有了Amazon配送,卖家可以将商品寄存在我们的配送中心,由我们来进行捡货、包装和运送和客户服务。受益于世界最先进的配送网络,卖家可以轻松拓展业务,服务数百万客户。Prime会员可以享受到两天内到货的免费送货服务,因此他们更可能会购买更多第三方卖家的商品。毫不意外,卖家发现他们加入Amazon配送后销量提升。在2013年的一项调查之中,近四分之三的受访者表示,在加入Amazon配送之后,他们的单位销量提升了20%。这是一个双赢结果。

“FBA is the best employee I have ever had. … One morning I woke up and realized FBA had shipped 50 units. As soon as I realized I could sell products while I sleep, it was a no-brainer.” – Thanny Schuck, Action Sports LLC

「Amazon配送可以说是我的最佳员工。一天早晨我醒来时,意识到亚马逊物流已经运送了50批商品。我一想到自己可以在睡觉时同时销售商品,一切就容易多了。」Action Sports有限公司的Thanny Schuck如此说道。

“Starting out as an unknown brand, it was difficult to find retailers willing to stock our goods. No such barriers existed at Amazon. The beauty of Amazon is that someone can say, ‘I want to start a business,’ and they can go on Amazon and really start a business. You don’t have to get a lease on a building or even have any employees at first. You can just do it on your own. And that’s what I did.” – Wendell Morris, YogaRat

「起始于一个不知名的品牌,我们很难找到愿意库存我们商品的零售商,除了Amazon。Amazon吸引人的地方,当有人说:『我想创业』,他们可以在Amazon上开展业务。你不必先租用建筑物,也不必先雇用任何员工,你可以来。这正是我所做的。」YogaRat的Wendell Morris如此说道。

Login and Pay with Amazon

使用Amazon登入与付费

For several years we’ve enabled Amazon customers to pay on other sites, such as Kickstarter, SmugMug, and Gogo Inflight, using the credit cards and shipping addresses already stored in their Amazon account. This year, we expanded that capability so customers can also sign in using their Amazon account credentials, saving them the annoyance of needing to remember yet another account name and password. It’s convenient for the customer and a business builder for the merchant. Cymax Stores, the online furniture retailer, has seen tremendous success with Login and Pay. It now accounts for 20% of their orders, tripling their new account registrations, and increasing purchase conversion 3.15% in the first three months. This example isn’t unusual. We are seeing results like these with many partners, and the team is excited and encouraged. You should look for more in 2014.

多年来,我们拓展Amazon的服务,使我们的用户可以把帐户中绑定的信用卡用于其他网站上购买商品,并寄送到绑定的收件地址。这些网站包括Kickstarter、SmugMug和Gogo Inflight。今年,我们扩展此项服务,除了使用Amazon账户中的信用卡付费,用户还可以使用Amazon帐户直接登入其他网站。如此一来,用户无须记得另一个账号和密码,免去繁琐的注册流程。这对消费者和商家都很方便,在线家具零售商Cymax Stores便透过这项服务取得巨大的成功。在前三个月内,使用Amazon登入付费的用户建立了20%的订单,产生了三倍的新注册账户,提升了3.15%的转换率。这个例子并不罕见,我们看到很多合作伙伴取得相似的成绩,我们的团队对此大受鼓舞。2014年,相信会有更好的表现。

Amazon Smile

Amazon Smile

In 2013 we launched Amazon Smile – a simple way for customers to support their favorite charitable organizations every time they shop. When you shop at smile.amazon.com, Amazon donates a portion of the purchase price to the charity of your choice. You’ll find the same selection, prices, shipping options, and Prime eligibility on http://smile.amazon.com as you do on http://Amazon.com – you’ll even find your same shopping cart and wish lists. In addition to the large, national charities you would expect, you can also designate your local children’s hospital, your school’s PTA, or practically any other cause you might like. There are almost a million charities to choose from. I hope you’ll find your favorite on the list.

2013年,我们推出了Amazon Smile,让消费者可以在买东西时,也能轻松地支持喜欢的慈善团体。当你在http://smile.amazon.com购买商品时,Amazon就会将购买价格的一部份金额捐给你选择的慈善团体。你在http://smile.amazon.com会看到和Amazon一模一样的品项、价格、寄送方式、Prime服务、购物车和愿望清单。除了大型的全国性慈善团体,你也可以捐给当地儿童医院、学校的家长教师联谊会或任何你想要捐助的慈善团体。有将近100万个选择,我希望你能从中找到你喜欢的慈善团体。

The Mayday Button

Kindle上的Mayday求助按纽

“Not only is the device awesome but the Mayday feature is absolutely FANTASTIC!!!!! The Kindle team has hit it out of the park with this one.”

「Kindle不仅是个很棒的设备,它的Mayday求助按钮更是棒!Kindle团队极为杰出!」

“Just tried the mayday button on my hdx. 15 second response time…amazon has done it again. Thoroughly impressed.”

「我只是在我的Kindle Fire上尝试按了Mayday求助按钮,15秒后就得到响应。Amazon团队再次做到令人惊艳的事。」

Nothing gives us more pleasure at Amazon than “reinventing normal” – creating inventions that customers love and resetting their expectations for what normal should be. Mayday reimagines and revolutionizes the idea of on-device tech support. Tap the Mayday button, and an Amazon expert will appear on your Fire HDX and can co-pilot you through any feature by drawing on your screen, walking you through how to do something yourself, or doing it for you – whatever works best. Mayday is available 24×7, 365 days a year, and our response time goal is 15 seconds or less. We beat that goal – with an average response time of only 9 seconds on our busiest day, Christmas.

在Amazon,没有什么事情比「重塑常态」带给我们更多的快乐-创造客户喜爱的东西,提高他们的预期。Mayday求助按钮重构了电子产品的客服支持,带给用户新的想象。按下Mayday按钮,一名Amazon专家会出现在你的Kindle Fire上,他可以指导你操作装置,也可以直接帮你远程操作。Mayday求助按钮一年365天,每天24小时全年无休为你服务。我们的目标是响应时间在15秒以内。我们达成目标-就算是最忙碌的圣诞节,平均响应时间也在9秒内。

A few of the Maydays have been amusing. Mayday Tech Advisors have received 35 marriage proposals from customers. 475 customers have asked to talk to Amy, our Mayday television personality. 109 Maydays have been customers asking for assistance with ordering a pizza. By a slim margin, Pizza Hut wins customer preference over Domino’s. There are 44 instances where the Mayday Tech Advisor has sung Happy Birthday to the customer. Mayday Tech Advisors have been serenaded by customers 648 times. And 3 customers have asked for a bedtime story. Pretty cool.

有些Mayday的案例很有意思。Mayday技术顾问收到35个结婚协议。475名消费者想要跟我们的电视虚拟人物Amy对话。有109个案例是要帮忙订比萨,而其中比较多人想要订的是必胜客而不是达美乐哦!有44个案例是请Mayday技术顾问和消费者一起唱生日快乐歌。Mayday技术顾问为消费者唱了648次小夜曲。3名客户想要听睡前故事。这些案例十分有趣。

I hope that gives you some sense of the scope of our opportunity and initiatives, as well the inventive spirit and push for exceptional quality with which they’re undertaken. I should underscore again that this is a subset. There are many programs I’ve omitted in this letter that are just as promising, consequential, and interesting as those I’ve highlighted.

我希望你对我们想把握的机会有所理解,同时重新认识被低估的创新与追求卓越的驱动力。我应该再次强调,上述提及的只是一小部分,还有很多计划没在这封信提到。那些未被提及的计划,一样也很卓越、显著与有趣。

We have the good fortune of a large, inventive team and a patient, pioneering, customer-obsessed culture – great innovations, large and small, are happening everyday on behalf of customers, and at all levels throughout the company. This decentralized distribution of invention throughout the company – not limited to the company’s senior leaders – is the only way to get robust, high-throughput innovation. What we’re doing is challenging and fun – we get to work in the future.

我们很幸运的拥有一支庞大、富创造力的团队,成员们都具备耐心、勇于探索和认同客户至上的文化。无论大小,对于客户有益的创新,每天都在发生。创新发生在各个角落,不限于公司的资深领导层。这让我们能够取得大量的创新成果。我们正在做的事情,充满挑战,但也很有趣。无论过去、现在还是未来,我们都会继续保持这样的工作方式。

Failure comes part and parcel with invention. It’s not optional. We understand that and believe in failing early and iterating until we get it right. When this process works, it means our failures are relatively small in size (most experiments can start small), and when we hit on something that is really working for customers, we double-down on it with hopes to turn it into an even bigger success. However, it’s not always as clean as that. Inventing is messy, and over time, it’s certain that we’ll fail at some big bets too.

失败和发明相伴相生。这不是可以避免的,我们对此有清楚认知,而且坚信在快速失败、快速迭代的方式能使我们最终获得成功。当我们这么做时,我们的失败相对来说很小(所有尝试都从小规模开始)。当我们找到可行的做法,我们就会加倍努力把它做好,使它能够真正帮上客户的忙。然而,它并不总是如此清晰,创新总是艰难。我们很清楚,我们终究会在某些大赌注上失败。

I’d like to close by remembering Joy Covey. Joy was Amazon’s CFO in the early days, and she left an indelible mark on the company. Joy was brilliant, intense, and so fun. She smiled a lot and her eyes were always wide, missing nothing. She was substance over optics. She was a long-term thinker. She had a deep keel. Joy was bold. She had a profound impact on all of us on the senior team and on the company’s entire culture. Part of her will always be here, making sure we watch the details, see the world around us, and all have fun.

最后,我希望大家记住前Amazon首席财务官Joy Covey,她为Amazon留下不可抹灭的印记。Joy非常杰出,做事认真,为人也很有趣。她经常笑脸迎人,眼睛大大的,什么事都逃不过她的眼睛。她是一名光学专家,也是善于长期思考的人。她的胆子很大。她为资深团队以及全公司留下深远的影响。一部分的她会永远留在Amazon,确保我们关注细节,了解我们周遭的世界,让一切充满乐趣。

I feel super lucky to be a part of the Amazon team. As always, I attach a copy of our original 1997 letter. Our approach remains the same, and it’s still Day 1.

身为Amazon团队的一份子,我感到十分幸运。如同往常,我把我们在1997年写的致股东信附在文末。我们的价值观依然不变,今天依旧是Day 1。

Jeffrey P. Bezos

Founder and Chief Executive Officer

Amazon.com, Inc.

April 2014

杰夫·贝索斯

Amazon创始人暨CEO

2014年4月

我的观点

这封信有点长,有21个案例来介绍亚马逊取得的成果。

确实,客户案例是一个非常重要的宣传手段,也是证明你公司价值的东西。双赢才能走得长远。

案例有:

  1. Prime付费订阅服务
  2. 读者与作者
  3. Amazon Prime影音
  4. Fire TV
  5. Amazon游戏工作室
  6. Amazon应用商店
  7. 有声书语音服务
  8. 生鲜杂货
  9. AWS云端运算服务
  10. 员工授权
  11. 退伍军人招聘
  12. 配送创新
  13. 都市园区
  14. 快速送货
  15. 试验测试与更多的试验
  16. 服装与鞋子
  17. Frustration-Free包装计划
  18. Amazon配送服务
  19. 使用Amazon登入与付费
  20. Amazon Smile
  21. Kindle上的Mayday求助按纽

这21个案例,有产品发,也有招聘,也有公司新闻,还有一些社会关怀等等。这其实也证明,现在的亚马逊已经非常大了。

第十七封信:21个客户至上的具体案例”的一个响应

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