How Amazon became a $2 trillion giant by asking ‘why’: Andy Jassy’s ‘WhyQ’ explained

In Amazon's pursuit of innovation, one quality stands out above all others, according to CEO Andy Jassy – the constant ability to ask “why.” This mindset, which Jassy has coined as "WhyQ" (or "YQ"), has become the cornerstone of Amazon’s journey to a $2 trillion valuation. “Amazon has an unusually high quotient of this WhyQ, and it frames the way we think about everything that we do,” Jassy shared in his recent shareholder letter.

As he marks almost 28 years with Amazon, Jassy’s commitment to questioning remains unwavering, despite his long tenure. "Now, with almost 28 years and counting at Amazon, I have to answer those same friends with their own Why question," he wrote. For Jassy, “WhyQ” isn’t just a passing trend; it is essential to both his career and the company’s remarkable growth.

From childhood curiosity to corporate culture

Jassy's curiosity began long before his time at Amazon. He recalls his childhood, where asking "why" was his default mode. “My dad has told me that I was the kind of kid who kept asking why, perhaps to an annoying extent,” Jassy admitted. It’s this early inclination to challenge the status quo that has shaped his approach as CEO.


At Amazon, this relentless questioning is embedded within the company’s culture. “We ask why, and why not, constantly. It helps us deconstruct problems, get to root causes, understand blockers, and unlock doors that might have previously seemed impenetrable,” Jassy explained. For Amazon, it’s not just about innovation but about continuously striving to better understand the world and business through this questioning lens.

A corporate culture built on imperfection

This unique mindset is nurtured through specific practices that set Amazon apart from many other corporations. For instance, PowerPoint presentations are banned in meetings, a choice that encourages deeper thinking and richer discussions. In an interview, Jassy noted that when it comes to inventing new products, Amazon takes an imperfect approach, “But, when we're inventing, we accept the process being beautifully imperfect.”

Such practices can be uncomfortable for some. However, for Amazon, this flexibility is critical in building and sustaining an innovative environment. Jassy’s leadership also emphasizes that attitude plays a significant role in professional growth, especially for younger workers. "An embarrassing amount of how well you do, particularly in your twenties, has to do with attitude,” he said in an earlier interview on LinkedIn.

The Future: AI and the role of 'WhyQ'

Looking ahead, Jassy believes that the future of Amazon and the industry will increasingly rely on artificial intelligence (AI). Amazon is investing heavily in AI-driven services, particularly through Amazon Web Services (AWS) and its data centre infrastructure. Jassy warned, “If your customer experiences aren't planning to leverage these intelligent models... you will not be competitive.”

In a company-wide shift, Jassy has also called for Amazon to operate like the “world’s largest startup,” prioritising speed over bureaucratic hurdles. This call to action is vital for the company's next phase of growth, particularly as Amazon navigates its massive investments into AI.

Rising consumer prices and supply chain uncertainty

Beyond innovation, Jassy has also spoken about the potential economic impact of proposed tariffs. With the US government considering new tariffs under the Trump administration, Jassy has warned that these could lead to higher costs for consumers. In an interview on CNBC’s Squawk Box, Jassy stated that these changes would likely be passed on to buyers, with many Amazon sellers working on thin profit margins.

“If prices go up, it could reduce consumer spending or even contribute to inflation,” he said. The uncertainty surrounding product demand and supply chain disruptions is a key concern for Amazon, especially with many goods still being sourced from overseas. Though he didn’t directly mention China, Jassy acknowledged the complexities of international supply chains, adding that it’s too soon to predict the full impact on Amazon.

To mitigate the effects of rising costs, Amazon has taken proactive steps. The company is purchasing popular products in advance and renegotiating contracts with suppliers. Jassy noted, “We are doing what we can to maintain current prices for customers, but many unknowns remain.”

Amazon’s strategy to tackle market challenges

Jassy isn't alone in his concerns; other large companies such as Walmart and Delta have also expressed worries about the economic implications of the new tariffs. With inflationary risks and shifting consumer demand, Jassy cautioned, “It’s still too soon to know the exact effects.”

Amazon has been in constant dialogue with the US government about these issues, with Jassy confirming that the company regularly discusses tariff-related concerns. “We’re having those conversations... the government is aware of Amazon’s concerns,” he said. Yet, he refrained from commenting on reports about Amazon’s potential bid for TikTok.

Reshaping Amazon's culture for the future

In his shareholder letter, Jassy also addressed Amazon’s ongoing efforts to streamline operations and remove unnecessary bureaucracy. This initiative is part of a broader culture shift to ensure the company remains agile as it faces an increasingly complex landscape. “Builders hate bureaucracy,” Jassy wrote. “It slows them down, frustrates them, and keeps them from doing what they came here to do.”

Amazon’s investment in artificial intelligence is critical to its competitiveness moving forward, with much of its $100 billion in planned capital expenditures dedicated to AI-driven initiatives. Furthermore, Jassy highlighted the expansion of Amazon’s healthcare offerings, including Amazon Pharmacy and Amazon One Medical, as part of the company’s strategy to diversify and grow.

In his role as Amazon's CEO, Jassy has continued to embody the "WhyQ" mentality that has been central to the company's rise. By fostering a culture of relentless questioning, embracing imperfections, and investing in the future, Jassy is steering Amazon towards a new era. For the tech giant, the ability to ask "why" remains as important now as it was 28 years ago.