This is what Amazon.com looked like when it launched in 1995.  Yes it has that awful design that all sites had in 1995. 

But what impresses me is how immediately on top of one-to-one customer relationships Bezos was.  Check out the first line under the logo: “If you explore just one thing, make it our personal notification service.”

Said another way: if there’s one thing we’d like you to do here it is to tell us who you are so we can contact you again.

Without that one line they’re just a bookstore.  With it they’re a service.  And they knew that from day one.