The Everywhere Store: Amazon's AI-powered master plan to be the world's biggest company

Jeff Bezos might be the world's biggest Star Trek fan. At one point, the Amazon founder and CEO wanted to call his e-commerce platform makeitso.com, in reference to Captain Jean-Luc Picard's catchphrase. In 2016, after years of begging Paramount Pictures, Bezos made a cameo as an alien Starfleet official in Star Trek Beyond. So, when Amazon set out to build the AI assistant Alexa, Bezos envisioned finally realising the Star Trek computer - a benign, omniscient assistant, available everywhere. "We really did think of it as the Star Trek computer, where it was ambient and you could simply say: 'Computer, beam me up,'" says Mike George, Amazon's vice president of Echo, Alexa and Appstore. Clad in a black v-neck jumper and jeans, the 20-year Amazon veteran has a booming laugh and a vague resemblance to both Bezos and Picard. George bounds into the office, all unwavering eye contact, full-body laughs and wrist-crunching high fives, his preferred form of greeting. I meet him, and most of the Alexa executive team, on an upper floor of Amazon's skyscraper, Day 1, in the Denny Triangle in downtown Seattle. From here, on a blue-sky morning, the Space Needle is dwarfed by the snow-capped mountains beyond. Both seem like inconsequential theatrical set pieces to the Amazon empire below.