Zappos has a stated goal to be "the online service leader". Their call center is never closed and they refer to themselves as "a service company that just happens to sell shoes (and handbags and accessories)."

The primary source of the company's rapid growth has been through repeat customers and word of mouth. The company believes that investing resources and money in improving the customer experience is more beneficial that investing in marketing.

All employees that are hired into their corporate office, regardless of position, are required to undergo a 4-week Customer Loyalty Training course, which includes at least 2 weeks of actually talking on the phone with customers in the call center.

Zappos places a large emphasis on company culture and core values. The company publishes a "Culture Book" annually that is made up of contributions from employees that describe what the company culture means to them.

As part of the hiring process, in addition to technical skill and ability, prospective candidates are evaluated on how well they fit with the company's core values. The company's core values are: 

Zappos has expanded from shoes to handbags and purses, and has launched a second line of high-end shoes called Zappos Couture.

Zappos has recenlty started to sell eyewear, apparel and watches.