Back to bold BlogA blonde, customer service woman with a microphone looks at the camera in a customer service center.
Urilux. Getty Images.

The Customer Comes First: Amazon as the Servant Leader

Bold Narratives
Bold Narratives
June 5, 2023
5 min read

A servant leader is a leadership style that prioritizes the needs and well-being of customers and employees above all else. Robert K. Greenleaf is widely recognized as the modern-day originator of the concept of servant leadership. In 1977, his book titled "Servant Leadership: A Journey into the Nature of Legitimate Power and Greatness," outlined Greenleaf's vision of a leader who serves others and places the needs of others before their own.

Greenleaf emphasizes that servant leadership is not about acquiring power or authority, but about serving the needs of others and helping them grow. The servant leader prioritizes the well-being and development of their followers. He argues the importance of active listening as a core aspect of servant leadership. He highlights the value of truly understanding others, their perspectives, and their needs.

Servant leaders foster a culture of collaboration, mutual respect, and shared goals. By nurturing a strong community, leaders create an environment where individuals thrive, trust is nurtured, and collective success is prioritized. They are committed to empowering their employees, providing them with the necessary resources, guidance, and autonomy to excel in their roles.

Servant leaders prioritize the satisfaction and success of customers. They understand that customer loyalty and business sustainability are interconnected. By creating a customer-centric culture, servant leaders encourage their team members to go above and beyond to meet customer expectations and deliver exceptional experiences.


Amazon's founder and former CEO, Jeff Bezos, exemplified many servant leadership traits. His emphasis on customer obsession, employee empowerment, and long-term thinking shaped Amazon's culture and strategic decisions.

Since its inception in 1994, Amazon has undergone a remarkable evolution from a humble online bookstore to a global powerhouse in the e-commerce industry. Over the years, Amazon has not only transformed the way we shop but has also revolutionized customer service and pioneered the concept of a marketplace.

Emergence as a Leader in Books

Amazon's inception began with a simple yet ambitious goal: to become the world's largest online bookstore. Bezos recognized the untapped potential of e-commerce and realized that books, being easily shippable and in high demand, were an ideal starting point. Amazon's initial strategy focused on offering an extensive selection, competitive pricing, and convenience through online shopping.

To gain an advantage, Amazon invested heavily in building a robust supply chain infrastructure and implemented innovative features such as user reviews and personalized recommendations. By leveraging the power of the Internet, Amazon provided customers with a superior shopping experience compared to traditional brick-and-mortar stores. This customer-centric approach, combined with efficient logistics and lower operating costs, allowed Amazon to capture a significant market share in the book industry.

Evolution to an E-Commerce Marketplace

Having established itself as a dominant player in the book market, Amazon recognized the need to expand its offerings to sustain growth. Instead of being solely a seller, Amazon embraced the idea of becoming a platform where other sellers could reach customers. In 2000, Amazon launched its Marketplace, enabling third-party sellers to list and sell their products alongside Amazon's offerings.

The Marketplace model enabled Amazon to capture a commission on each sale while empowering small businesses to reach a global customer base, fostering a mutually beneficial ecosystem.


One of the pillars of Amazon's success lies in its relentless focus on customer service. Bezos believed that providing exceptional customer experiences was paramount to building long-term relationships and driving growth. Amazon's dedication to customer satisfaction is evident in its various initiatives, such as easy returns, fast shipping, and hassle-free customer support.

“We see our customers as invited guests to a party, and we are the hosts,” said Bezos. “It's our job every day to make every important aspect of the customer experience a little bit better.”

The introduction of Amazon Prime in 2005 further exemplified the company's commitment to customer service. Prime members gained access to expedited shipping, unlimited streaming of movies and TV shows, and exclusive deals. By offering added value and convenience, Amazon deepened its relationship with customers, fostering loyalty and encouraging repeat purchases.

Moreover, Amazon pioneered innovative customer service practices. It leveraged technology, such as AI-powered chatbots and voice assistants like Alexa, to enhance customer interactions. The company prioritized data-driven personalization, tailoring recommendations and offers to individual preferences. Amazon's obsession with delighting customers propelled it to consistently raise the bar in terms of service excellence.

Said Andy Jassy, current CEO of Amazon, “Our customers are loyal to us right up until the second somebody offers them a better service.”

In recent years, Amazon has faced criticism from some of its employees regarding various aspects of its operations and workplace environment. One of the primary criticisms against Amazon relates to working conditions in its fulfillment centers. Some employees have raised concerns about strenuous physical demands, including long hours, repetitive tasks, and high productivity expectations. Reports of strict performance metrics, limited breaks, and intense work environments have been highlighted as issues affecting the well-being and work-life balance of employees.

Leadership is hard. And as companies and organizations grow, it can be difficult to ensure that corporate values remain central to the management of the company. Amazon set out to be a servant leader, but it will take commitment to ensure that these values remain at the core of what they do for both the customer and the employee.


Leadership identity refers to the distinct set of characteristics, values, and behaviors that define an organization's approach to organizational leadership. It is the collective identity of a company's leadership team that shapes the organization's culture, vision, and reputation. Your organization’s leadership identity can directly influence performance, including your ability to attract and retain employees, achieve strategic objectives, and build strong relationships with stakeholders.

Bold Narratives has developed The Leadership Identity Framework, a new blueprint that can help organizations establish a stronger presence in the market by aligning their leadership identity with their goals and culture. The framework identifies eight distinct leadership identities that govern an organization's potential influence and role in the world.

No alt text provided for this image
For more information about the Leadership Identity Archetypes visit

One of the eight leadership identity archetypes is The Servant Leader. The Servant Leader exhibits the following qualities and characteristics:

  • Customer-Focused: Servant leaders prioritize the needs of the customer above their own. They are willing to make sacrifices and big changes to improve the customer experience. Servant leaders are driven by a genuine desire to serve the customer and make them happy.
  • Empathy: Servant leaders have a deep understanding and compassion for others. They actively listen to their customers and employees, seeking to understand their perspectives and needs.
  • Empowerment: Servant leaders empower their employees by providing them with autonomy, trust, and the necessary resources to succeed. They delegate authority, encourage personal growth, and create opportunities for skill development. Servant leaders believe in the potential of their team members and actively support their professional advancement.
  • Accountability: Despite their focus on serving others, servant leaders hold themselves and their team members accountable. They set high standards and expect everyone to take ownership of their responsibilities. They foster a culture of responsibility, where individuals are encouraged to learn from their mistakes and continuously improve.
  • Commitment to Growth: Servant leaders are committed to the growth and development of their employees. They invest in training, mentorship, and coaching to help individuals reach their full potential. Servant leaders actively promote a learning culture within the organization.
  • Ethical Behavior: Servant leaders adhere to strong ethical principles and act with integrity. They prioritize ethical decision-making, transparency, and fairness. They strive to create an environment of trust and respect, where ethical conduct is valued and expected.

A servant leader is one who prioritizes the needs of their customers and employees, aiming to serve rather than rule. Amazon is just one of the companies that embody this leadership identity.

At Bold Narratives, we help companies, nonprofits, and government agencies identify and own a leadership identity best aligned with their vision and culture. Owning and investing in your leadership identity will help your organization: 1) efficiently communicate your position, 2) influence standards and trends, 3) accelerate growth, and 4) motivate your employees.

To learn more contact us at or schedule a meeting with our leadership team at LEARN MORE.