Amazon shows how to apologize

Brands, pay attention. This is how it's done. Jeff Bezos, the CEO of Amazon.com, has issued an apology for deleting copies of novels from their users' Kindle e-book readers. Here is the text of his apology:

This is an apology for the way we previously handled illegally sold copies of 1984 and other novels on Kindle. Our "solution" to the problem was stupid, thoughtless, and painfully out of line with our principles. It is wholly self-inflicted, and we deserve the criticism we've received. We will use the scar tissue from this painful mistake to help make better decisions going forward, ones that match our mission.
With deep apology to our customers,

Jeff Bezos
Founder & CEO

Amazon.com

The customer comments on the forum where this was posted have been predominantly positive. Customers understand that mistakes happen and appreciate a forthright response. Well done, Amazon.

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