Amazon's business model of riding money all over the world is simpler than you think. Repeat the process of selling cheaply. This is also evident in the 'Flywheel' model, which was found to have founder Jeffrey Bezos on a paper napkin with a business plan in mind. The 'flywheel effect' refers to the effect of storing the rotational kinetic energy due to the accumulated forces and inertia that accumulate forces in a consistent direction.