With seven global websites and half of its revenue coming from outside North America, Amazon Senior VP of International Retail Diego Piacentini discusses the company's global operations and strategy. The challenge, he says, is providing the same customer experience everywhere on the globe. To achieve this, Amazon utilizes a global network of call centers, fulfillment centers, and websites that cater to regional customers.

Amazon Senior VP Diego Piacentini discusses how Amazon Web Services (AWS) was born. He discusses how the retailer decided to take a risk and move away from its core competency, build APIs, and rent out server space during slower retail months. Piacentini also talks about how other online giants have now followed Amazon's lead.

The largest difficulty of running the top online retail brand is the diligent work required not to appear arrogant. Diego Piacentini, Amazon's Senior VP of International Retail, states that his company's greatest challenge is how to appear humble in the eyes of the customer, and to constantly innovate and improve.

For Amazon, all operations are equal until proven - with data - that they need to be changed. For example, in China, it became apparent that Amazon had to invest in delivery systems for the last mile - which often means bicycle delivery. This unique need also mandated software for customers to schedule an exact delivery time, and for delivery staff to process payments. Amazon Senior VP Diego Pacentini uses this as an example of how the company adapts to its environment while still adhering to its core vision.

Amazon offers its employees the "Just Do It" award, a fun recognition with an old Nike shoe, that is handed to anyone who implements a smart idea or innovation outside of their normal job tasks. Amazon is built to tolerate mistakes, says Senior VP of International Retail Diego Piacentini - provided those mistakes don't get repeated.

Diego Piacentini, Amazon Senior VP, talks about the value of a company adhering to its own code, even when it comes to honoring a lower price point. Piacentini shares an anecdote about returning money to Chinese customers after a bestselling book dropped in price. The result, he states, was gaining unprecedented customer loyalty and a tremendous marketing boost.

Stick to a vision and the company shall succeed, advises Amazon Senior VP Diego Piacentini. For Amazon this means adhering to founder Jeff Bezos' original vision: Build a site where users can find anything they want to buy at the lowest price. To achieve this vision, Piacentini highlights Amazon's dedication to building all code in-house, and safety measures to validate customer purchases.