In Brad Stone's 2013 book "The Everything Store," which chronicles the rise of the online retail giant Amazon and Jeff Bezos, its founder, there's an interesting fact many people don't know.
Amazon almost had a different name.
According to Stone, "Bezos and his wife grew fond of another possibility: Relentless.com."
While there's no real explanation for why Bezos was attracted to that name, he still liked Relentless.com enough to purchase the URL in September 1994.
Bezos still owns the name. If you type "Relentless.com" into any browser you'll be redirected to Amazon.com.
"Relentless" may not have been a fitting name for Amazon, but it is for Bezos, who worked at a New York City hedge fund before driving cross-country to Seattle, creating his business plan for Amazon along the way.
By the time Bezos arrived in Seattle, he'd already registered the company name Cadabra Inc., hoping to emphasize the magical aspect of his new online retail service. But people thought the name was too obscure and sounded too much like "cadaver," so he got back to brainstorming. That's when "Relentless.com" came up.
Bezos considered and registered the domains for other names, including Awake.com, Browse.com, Bookmall.com, and Aard.com — that last one was Bezos' attempt to get listed towards the top of search engines that arranged links in alphabetical order.
There's a ton of interesting facts about Jeff Bezos and Amazon in Brad Stone's "The Everything Store." You can buy it right here.
Disclosure: Jeff Bezos is an investor in Business Insider through his personal investment company Bezos Expeditions.