It is hard to think of an aspect of our material lives that Amazon has not touched. Amazon has become such a ubiquitous and practically tangible presence despite being based entirely online. A brick-and-mortar store might tear down what has made Amazon so successful: its adaptability. Founder Jeff Bezos originally contemplated naming the firm “Relentless,” a name which hints, albeit somewhat sinisterly, at its tenacity, and its drive into untapped markets. First, Bezos wanted Amazon to be the world’s biggest bookstore.