TECH

Relentless.com Is A Secret Way You Can Get To Amazon.com

On "Cyber Monday" Nicholas Lerma gets packages ready for shipping at the Amazon.com 1.2 million square foot fulfillment cente
On "Cyber Monday" Nicholas Lerma gets packages ready for shipping at the Amazon.com 1.2 million square foot fulfillment center Monday, Nov. 26, 2012, in Phoenix. Americans clicked away on their computers and smartphones for deals on Cyber Monday, which is expected to be the biggest online shopping day in history. Shoppers are expected to spend $1.5 billion on Cyber Monday, up 20 percent from last year, according to research firm comScore. That would not only make it the biggest online shopping day of the year, but the biggest since comScore started tracking shoppers' online buying habits in 2001. (AP Photo/Ross D. Franklin)

Just about all the proposed names for online giant Amazon.com never saw the light of day. These include Awake.com, Browse.com. And even Bookmall.com.

Then there's Relentless.com.

Jeff Bezos really liked that one, according to Brad Stone's new just-released tell-all on Amazon, “The Everything Store: Jeff Bezos and the Age of Amazon,”. In fact, he liked it so much that Amazon's actually using it.

“Friends suggested that it sounded a bit sinister," Stone writes. "But something about it must have captivated Bezos: He registered the URL in September 1994, and he kept it.”

While you may not recognize the URL, you'll recognize where it takes you when you type it into your browser: Amazon.com.

"The Everything Store" also offers astonishing details on Bezos's hard-edged management style, including his penchant for blasting workers with soul-crushing insults. “Why are you wasting my life?” Bezos has reportedly asked managers.

Now that's relentless.

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