Amazon CEO Jeff Bezos said a "dreamy" business offering has at least four characteristics. In a 2014 letter to Amazon shareholders, he outlined the ideal circumstances for growing a business. Bezos said regarding the opportunities; "Customers love it, it can grow to very large size, it has strong returns on capital, and it's durable in time." At the time, Bezos was referring to his three wildly successful Amazon initiatives - Marketplace, Prime, and Amazon Web Services.
