Costco's founder met Jeff Bezos for coffee -- his advice helped turn a near-death Amazon into a $2 trillion business

By CNBC | Nov 17, 2024 at 09:42 AM EST

Amazon, now a $2 trillion giant, faced a crisis in 2001. Jeff Bezos sought advice from Costco's founder, Jim Sinegal, learning about value-centric pricing strategies. This led Amazon to implement lower prices, eventually launching Amazon Prime with a focus on value for customers.

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