"I have to start days in advance because they'll send you a 20% coupon, which is just enough that you feel like an idiot if you don't use it," he says of Bed Bath and Beyond. "Now some people will put it in their car, which means I have to like walk somewhere in my house to prepare for the time when I might shop at this one store." 'Jeff Bezos has a very simple business principle, which is it's all about the customer'