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Amazon CEO Jeff Bezos. (GeekWire File Photo)

As competitors crumble under the pressure to keep up in the age of online retail, Amazon CEO Jeff Bezos had a message for employees who think the fate of Sears or Toys ‘R’ Us couldn’t befall the tech giant: “Amazon is not too big to fail.”

“In fact, I predict one day Amazon will fail,” Bezos said at an all-hands meeting in Seattle last week, according to a report from CNBC. “Amazon will go bankrupt. If you look at large companies, their lifespans tend to be 30-plus years, not a hundred-plus years.”

With more than 613,000 employees worldwide and the announcement just this week of plans to build two new mini-headquarters locations — with 25,000 employees each — it’s hard to imagine Amazon being anything but a never-ending juggernaut.

Worrying about what’s next or what could derail any of it could be one way to slow the momentum or kill it completely. Bezos repeated the Amazon mantra that customer obsession is the key to prolonging the company’s demise, CNBC reported.

“If we start to focus on ourselves, instead of focusing on our customers, that will be the beginning of the end,” Bezos said. “We have to try and delay that day for as long as possible.”

The remarks come several months after Bezos responded to concerns that President Trump has it out for the company and government regulation could be Trump’s answer to curbing Amazon.

With the same scrutiny being lobbed at other tech powerhouses, specifically Facebook, CNBC said that Bezos believes Amazon shouldn’t be bundled with its tech peers. Amazon has a “good story” to tell around how it’s “improving the lives of customers,” Bezos reportedly said.

“Facebook is not the same as Google, and Apple is not the same as Amazon. I don’t want to fight this kind of big tech impression — I want to just talk about Amazon.”

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