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CNBC has a story suggesting that as Amazon-founder Jeff Bezos - long the sole face on the company’s culture and ambitions - has “an ever-growing portfolio of ambitious projects outside of Amazon to occupy his time and energy,” we’re starting to see and hear from other senior executives at the company.

Among them - Jeff Wilke, the CEO of Amazon’s worldwide consumer business … Dave Limp, Amazon’s devices chief … and Jeff Blackburn, who oversees Amazon’s video and advertising businesses.

The story says that “the changing approach at Amazon comes as its expansion reaches unprecedented levels. Beyond online shopping, the company is engaged in everything from physical retail and shipping to drone delivery, voice technology and movie production. It’s the second most valuable publicly-traded company in the world, behind only Microsoft.”

Bezos, the story points out, “is spending more of his time outside of Amazon. He invests roughly $1 billion every year on his spaceship company Blue Origin, and has been more engaged with the venture of late. He also owns The Washington Post, which he bought for $250 million in 2013, and remains an active start-up investor, having backed Uber, Airbnb, Nextdoor and dozens of others.”
KC's View:
It must be pointed out that Amazon hasn’t completely kept its executives out of the spotlight. Gianna Puerini, the vice president of Amazon Go, was very much the face and voice of that operation when it started opening.

In a broader sense, it makes sense to share the spotlight … if only to reassure investors that Amazon has the kind of bench strength that would survive a loss of Bezos.