They constantly try to automate and make things more efficient, but they also assume they will constantly screw up for someone, somewhere, at scale.

So they back it with an empowered human CSR team, who do their best to make customers happy. They then (apparently) measure the rate of screw ups continuously, and iterate on their processes until they can drive that rate close to zero.

So essentially, Bezos realized that the way to excel was to (a) move fast, (b) break things, (c) apologize (and pay painfully!) when you break things, (d) do your best not to break things in the same way again.

I feel like Google (as a whole, some teams / products aside!) doesn't really grok (c).

Which may work for customer acquisition, but not so well for retention.