Marcela Ruiz, General Manager of Amazon Recruitment, explained how the well-known group had 75 employees in Costa Rica in 2008 and today there are 5,200, with a plan to reach 10,000 employees in 2020. "We are looking for talent like you, to help us identify and resolve defects in the operations of business," said Ruiz. The ideal they are aiming for is for defects to disappear to the point of "one day not needing costumerservice".

The business created by Jeff Bezos has "an obsession with making the customer happy," said Portillo, who explained that there are three fundamental pillars at business: customer, invention and long-term thinking deadline. As for the business, the speaker clarified that "we make money by helping the consumer make decisions". So the key to the model business is to offer the highest quality selection. In addition, the executive explained how the model business is a virtuous circle, as it feeds back on itself. A wide selection makes the customer's experience much better, so traffic to your website increases, thus increasing the issue sellers. In this sense, when the business grows, structure costs and prices decrease, again improving the customer experience.

The entrepreneur explained how Amazon's corporate culture is built by "putting yourself in the shoes" of the customer. This is a rare perspective, "you start with the customer and work backwards from there," said Portillo. To delve deeper into the corporate culture, he reiterated the importance of focusing on the consumer and getting to know them, something that in Amazon's case, "is not difficult because all the employees are consumers. He also stressed the importance of a corporate culture that "thinks big", and business is a place where "you can fail and keep learning". It is important to experiment because "the dangerous thing is not to evolve," said Portillo, quoting Bezos. Something that is remembered even in the Amazon Costa Rica offices called Day One because 20 years later, it is still the first day of the business with new challenges and objectives.