This report describes how scrum was adopted by more than half of the software developers at Amazon.com (and counting). The adoption was due largely to the efforts, both accidental and purposeful, of an internal employee. Amazon’s corporate and development cultures played important roles, both positive and negative. With no executive sponsorship, adoption occurred primarily a team at a time. The wide range of success across teams and organizations leads to a number of important lessons learned with regard to enterprise scrum adoption. The lesson: you can cause this to happen.