TECH Is A Secret Way You Can Get To

10/15/2013 12:10 pm ET | Updated Oct 16, 2013

Just about all the proposed names for online giant never saw the light of day. These include, And even

Then there's

Jeff Bezos really liked that one, according to Brad Stone's new just-released tell-all on Amazon, “The Everything Store: Jeff Bezos and the Age of Amazon,”. In fact, he liked it so much that Amazon's actually using it.

“Friends suggested that it sounded a bit sinister," Stone writes. "But something about it must have captivated Bezos: He registered the URL in September 1994, and he kept it.”

While you may not recognize the URL, you'll recognize where it takes you when you type it into your browser:

"The Everything Store" also offers astonishing details on Bezos's hard-edged management style, including his penchant for blasting workers with soul-crushing insults. “Why are you wasting my life?” Bezos has reportedly asked managers.

Now that's relentless.

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