A lot of people don't know that before Amazon started, there was a company out of Portland, OR called Bookstacks selling books via a telnet interface. In the early days, Bezos was quite worried about their potential to get "there" first (wherever "there" was going to be). It was a fairly cool interface, at least for 1994.
[ EDIT: worried to the point that we actually implemented a telnet version of the store in parallel with the http/html one for a few months before abandoning it ]