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Established in 2004 , Amazon aspired to innovate the physical book , making it easier than ever for customers to discover and enjoy books . With this in mind , Gregg Zehr , then the vice-president of hardware engineering at Palm Computing , formed a small team which became Amazon Lab126 . The origin of the name Lab126 comes from the arrow in the Amazon logo , which draws a line from A to Z . In Lab126 , the 1 stands for A and the 26 stands for Z . This subsidiary of Amazon is an innovative lab for research and development . In 2007 Amazon Lab126 launched the first Kindle . Since then the team has expanded rapidly , developing a wide variety of new and innovative products . businesschief . com