THE POWER OF PR - Brand Building - How Amazon grew its brand, book by book - As Amazon doubles its communications team, Jonah Bloom looks at the role PR has played in the company’s success, and the role it could play in fending off failure

Four years ago, it was just another domain name, a miniscule blip on a limitless electronic highway. Now Amazon. com is a household name, a Wall Street darling with a market cap of dollars 20 billion, and a huge signpost to success for all who choose to chart a course on the Internet.