Complex sentence: Founder and CEO of Amazon.com Jeff Bezos commanded his deputies in 2004 to build the world's best e-reader before Amazon's competitors could beat them to it; when referring to this e-reader, Amazon originally used the codename "Fiona".
Split into simpler sentences: Founder and CEO of Amazon.com Jeff Bezos commanded his deputies in 2004 to build the world's best e-reader before Amazon's competitors could. In reference to this e-reader, Amazon originally used the codename "Fiona".