Jeff Bezos says Amazon customers are always 'dissatisfied'

Jeff Bezos believes that Amazon customers are always dissatisfied even when they report being happy with the company's service. In his 2016 letter to shareholders, the Amazon founder outlined his ideas to propel the company forward and highlighted the importance of "true customer obsession," Benzinga reported.

"Customers are always beautifully, wonderfully dissatisfied, even when they report being happy and business is great," Jeff Bezos wrote in the letter. "Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf."

The second-richest man in the world said that the method he uses to meet the high expectations of “hundreds of millions of divinely discontent customers around the world” is the same one that has helped the company overcome “billions of dollars’ worth of failures”: having high standards.

He echoed the same sentiments two years later. “One thing I love about customers is that they are divinely discontent,” Jeff Bezos wrote in Amazon’s annual shareholder letter in 2018. “Their expectations are never static -- they go up. It’s human nature.”