Meet Amazon's new retail CEO: An 'introverted big thinker' with a track record of creative ideas that often fail to pan out
Herrington was an ardent evangelist for Amazon's private-label initiative, and his team developed in-house products across dozens of categories from household goods to supplements. A former member of that team said Herrington was constantly calling colleagues into his office to try snacks and energy bars. He was the most enthusiastic guinea pig, they said, often wearing clothing and staples like socks for testing.
"We've ended up delivering a better product and one that gives customers a lot more comfort about it," Herrington said. Internally, Herrington is famous for a 2012 presentation he gave to the leadership team titled"Amazon's future is CRaP." In his memo, Herrington argued that Amazon had to sell CRaP products — CRaP stands for"can't realize a profit" and includes low-margin items like grocery items — more profitably if it wanted to compete with the world's largest brick-and-mortar retailers, which rely on the sales of frequently shopped, low-priced products to gain market share.
Almost everyone who has worked with Herrington says he's"universally liked" by his colleagues. A fan of no-show socks, Warby Parker glasses, and Allbirds shoes, he also adheres to the classic Amazon executive look. Often, he can be found carrying a bag of Cheez-It crackers. Adding to his challenges is the need to manage the logistics side of Amazon's retail business, in which he has little experience. And unlike Clark, who was given plenty of time to prepare for the retail CEO role, Herrington was abruptly thrust into the job, a change one person called"the worst CEO transition I have ever seen."
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