> This journey began some 27 years ago. Amazon was only an idea, and it had no name. It had a name, and that name was "Cadabra". It didn't become Amazon until Jeff watched a documentary about the Amazon River. His lawyer had already turned up his nose at "Cadabra", and Jeff was looking for something else. It's also worth noting that the idea didn't grow over time - Jeff always intended to build something like "Sears…
Was it ever named “relentless” at some point? I’ve heard that was the original name, relentless.com still redirects to Amazon.com.
N.B.: "Today", in the context of that quote, is ca. 2013, when the book was published. relentless.com redirected to amazon.com for me this morning (2021-02-03).