JEFF BEZOS

AGE: 44
OCCUPATION: Founder, president and CEO of Amazon.com
NUMBER OF TIME COVERS: 1
PREVIOUS APPEARANCES ON THE TIME 100: 0

PRO: His pioneering business vision has become a norm: these days, who could even imagine doing web retail differently? And he's survived not one but two bubble markets.

CON: Amazon underestimated demand for its new Kindle — an updated E-book looking to become the literary iPod. Out of stock for months, the company may have missed its iTunes moment, now that the economy recedes.