retailer. And its network of warehouses -- once derided as folly by some investors -- lets Amazon seamlessly put those packages on America's doorsteps within days of a mouse click. Like Mr. Jobs, Mr. Bezos continually pushes Amazon in new directions. Its network is so vast and efficient that Amazon has a thriving business renting computer time to other companies. Just last week, Amazon introduced a new version of the Kindle to challenge Apple's iPad tablet computer. Mr. Bezos is both the CEO and deeply immersed in the details. In an interview last week, he said he insisted that Amazon's tablets greet customers by name the first time they are turned on. "He brings unbelievable empathy for what customers want, be they individuals or enormous companies, and an incredible ability to zoom in from the biggest concept to the smallest detail," says former Amazon executive David Risher. Outside of Amazon, Mr. Bezos has funded Blue Origin, which is developing manned spacecrafts. Like Mr. Jobs's black turtlenecks, Mr. Bezos has his own signature wardrobe: blue jeans, light blue shirt and dark blazer. He told an interviewer in 2001 the monotony saved him the time of worrying what to wear each day. This copy is for your personal, non-commercial use only. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit Article Excerpt BY SCOTT THURM AND STU WOO