Last week my in-laws politely but firmly asked me to set up their new HP printer. I protested that I’m completely clueless about that sort of thing, despite my tax-return-job-title of “software engineer”. Still remonstrating, I was gently bundled into their study with an instruction pamphlet, a cup of tea, a promise to unlock the door once I’d printed everyone’s passport forms, and a warning not to try the window because the roof tiles are very loose.

The e-commerce giant overcame internal dissent from engineers and lawyers, people familiar with the move say.