Corporate Culture refers to the beliefs and behaviours that determine how a company’s employees management interact and handle outside business transactions. Amazon is known for their strong corporate culture and they have a strong reputation to push employees to explore new ideas and take risks. This is so that the company has potential to push each other and strive to complete tasks and to search for new opportunities. Amazon states “We’re a company of pioneers. It’s our job to make bold bets, and we get our energy from inventing on behalf of customers. Success is measured against the possible, not the probable. For today’s pioneers, that’s exactly why there’s no place on Earth they’d rather build than Amazon.” This shows that the businesses organisational culture is bold, unique and that they have customer centricity. Amazon promotes boldness among their workers. This helps the business to take risks which helps them to consider innovative ideas and put them into production. This shows that Amazon is a unique business as they have a different approach to how they achieve their goals than most other businesses. They know what they want and they do everything they can in order to get it. Amazon are customer-centric, this is in their vision statement. They make sure that the customers are their most central focus and that everything they do is thought about and made the best it can be in order to benefit their customers and make them happy.