Amazon began twenty years before this film in a garage and grew into a company worth 100 billion pounds, and the film tracks how it got there. British shoppers now buy more online than any other nation, and in 2013 alone they spent 4.5 billion pounds on Amazon, a scale the film uses to frame founder Jeff Bezos as someone who keeps moving the goalposts for entire industries. Publishers and retailers describe being squeezed by Amazon's size and pricing power, and the French minister of culture is among the critics on record objecting to its practices, while Amazon executives defend the company's record on customer choice and low prices. Bezos' own stated approach, to start with the customer and work backwards, is traced into the sectors Amazon was pushing into at the time: groceries, ebooks, film production, and cloud computing. The film treats Amazon's rise as a stand-in for the wider shift to online business, watching one company reshape how an entire country shops.