GeekWire Bezos is back in startup mode, Amazon gets weird again, and the great old-car tech retrofit debate
Nov 22, 2025
Jeff Bezos is diving back into startup waters with Project Prometheus, a $6.2 billion AI venture, stirring excitement about his role and its implications. Meanwhile, Amazon is testing package-return kiosks at Goodwill stores, reminiscent of its quirky early experiments. Plus, a lighthearted debate unfolds on whether to retrofit an aging 2007 Toyota Camry with modern tech or invest in a new vehicle altogether. The hosts weave in nostalgia and tech speculations while hinting at their next collaboration with MIT Sloan Management Review.
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Bezos Returns To Hands-On Startup Role
- Jeff Bezos is listed as co-CEO of Project Prometheus, signaling hands-on involvement beyond passive investing.
- The project's $6.2B raise and AI-for-physical-world focus ties closely to Bezos' Amazon and Blue Origin interests.
Location Less Central For Modern Startups
- Project Prometheus lists no declared headquarters and most LinkedIn-listed employees are in the Bay Area.
- The location ambiguity reflects modern startups where HQ location matters less than talent and media attention.
Name Power Accelerates Early Momentum
- Bezos' startup role may be symbolic but it grants instant credibility and major media coverage.
- That credibility can jumpstart hiring and public interest even if Bezos allocates limited time.