Natalie has co-authored two books on retail. Her latest, Amazon: How the World’s Most Relentless Retailer Will Continue to Revolutionize Commerce, explores the tech giant’s rise to dominance and has now been translated into 18 languages. A second edition was released in 2021.

Praise for ‘Amazon’:

BookAuthority Best New Commerce Books

“Natalie Berg and Miya Knights have written one of the definitive accounts of the rise of Amazon and its dramatic impact on the world of retail. As a financial analyst that has followed Amazon for over two decades, I found this book to be chock-full of insights and datapoints. Berg and Knights’ explanation for why Amazon “went physical” – developing Amazon Go Stores, acquiring Whole Foods – is particularly compelling. There are valuable lessons in this book for investors and for retailers, especially for companies looking to excel at WACD: What Amazon Can’t Do. I highly recommend this book.” – Mark S. Mahaney, Internet Analyst, RBC Capital Markets

“For any e-commerce entrepreneur, Berg & Knights bring rich insight into how Amazon has become a 25-year overnight success. But as well as unpicking Amazon’s growth, it’s also a well-timed reminder about the seismic and exciting changes in customer behaviour that’s helping new retailers like Missguided make an impact.” – Nitin Passi, CEO and Founder, Missguided

“As well as being a comprehensive and authoritative insight on how the Amazon model relentlessly evolved to create more Amazon, it’s also a must read insight into the future of Shopping and how Retail must adapt to stay relevant to the “on my terms” customer.” –Robin Phillips, CEO, The Watch Shop

“Berg & Knights’ in-depth look at Amazon will be the go-to handbook for retailers looking to understand its impact. It’s much more than a book about Amazon – it’s a social commentary on the impact of higher-than-ever customer expectations supercharged by technology. Shoppers know what was impossible, is now possible; What was unfeasible, now feasible; what was a dream, a reality. Berg & Knights remind us reinvention to serve this new customer is not optional for any retailer.” – Andy Bond, CEO, Pepkor Europe

“If you believe in the philosophy of knowing your enemy then Amazon is a must read for any omnichannel retailer.” –Tim Mason, CEO, Eagle Eye Solutions

“This book is essential reading for anyone who believes in Amazon as a competitor. Read it and learn from it.” – Clive Humby OBE, Co-founder of dunnhumby and Chief Architect of Tesco‚Äôs Clubcard

“By far the best business book I have ever read!!! It is so filled with fascinating relevant facts, so up to date, so comprehensive, zero fluff or filler. Everyone in business should read this.” – Michelle Greenwald, Professor of Digital Marketing, Columbia University and CEO, Catalyzing Innovation

“Berg and Knights have identified the strength and might of the rise of Amazon being a technology company first and retailer second. How will retailers respond to this new and emerging threat posed by Amazon? There remain only three options: compete, concede or collaborate.” – Ruth Harrison, Global Head of Industry Domains, Thoughtworks and former GM, Selfridges