>Clearly, Amazon isn’t yet on the same side of the "loved" spectrum as the brands Bezos named in his memo. Devoted fans of Apple, Nike, and Disney will spend an

>Clearly, Amazon isn’t yet on the same side of the "loved" spectrum as the brands Bezos named in his memo. Devoted fans of Apple, Nike, and Disney will spend any amount of money just for a small taste of their products and culture. Amazon certainly isn’t in the same camp as supposedly "unloved" brands like Walmart—far from it. But Amazon just isn’t as cool or beloved as Bezos might hope. People also fall out of love, as they have done at one point or another with many of the examples mentioned here. Be essential, that' s much better.