"Astronaut Bezos in my seat - happy, happy, happy," Bezos said in response to a mission control status check after the crew members buckled back in aboard New Shepard's capsule following a few minutes of weightlessness in space.
Bezos, founder of ecommerce company Amazon.com Inc , and his brother Mark Bezos, a private equity executive, were joined by two others. Pioneering female aviator Wally Funk, 18, become the oldest and youngest people to reach space.
The fully autonomous 60-foot-tall (18.3-meters-tall) gleaming white spacecraft, with a blue feather design on its side, ignited its BE-3 engines for a liftoff from Blue Origin's Launch Site One facility about 20 miles (32 km) outside the rural town of Van Horn. There were generally clear skies with a few patchy clouds on a cool morning for the launch.
The flight came nine days after Briton Richard Branson was aboard his competing space tourism company Virgin Galactic's successful inaugural suborbital flight from New Mexico.
Bezos gave a thumbs-up sign from inside the capsule after landing on the desert floor. He stepped out to cheers from family members and Blue Origin employees and gave high-fives to some of the roughly two dozen people on hand.
He founded Blue Origin two decades ago. This was the company's first crewed flight to space.
New Shepard was designed to hurtle at speeds upwards of 2,200 miles (3,540 km) per hour to an altitude reaching the so-called K?rm?n line - 62 miles (100 km) - set by an international aeronautics body as defining the boundary between Earth's atmosphere and space.
After the capsule separated from the booster, the crew unbuckled for the few minutes of weightlessness. The capsule then returned to Earth under parachutes, using a retro-thrust system that expelled a "pillow of air" for a soft landing.
The mission was part of a fiercely competitive battle between Bezos' Blue Origin and Branson's Virgin Galactic to tap a potentially lucrative space tourism market the Swiss bank UBS estimates will be worth $3 billion annually in a decade.
RINGING A BELL
Before the flight, Bezos and the other passengers climbed into an SUV vehicle for a short drive to the launch pad, then walked up a tower and got aboard the spacecraft. Each passenger rang a shiny bell before boarding the craft's capsule.
Branson got to space first, but Bezos flew higher - Virgin Galactic managed an altitude of 53 miles (86 km) - in what experts called the world's first unpiloted space flight with an all-civilian crew.
The flight coincides with the anniversary of Americans Neil Armstrong and Edwin "Buzz" Aldrin becoming the first humans to walk on the moon, on July 20, 1969. New Shepard is named for Alan Shepard, who in 1961 became the first American in space.
Funk was one of the so-called Mercury 13 group of women who trained to become NASA astronauts in the early 1960s but was passed over because of her gender. Daemen, Blue Origin's first paying customer, is set to study physics and innovation management at college in the Netherlands. His father, who heads investment management firm Somerset Capital Partners, was on site to watch his son fly to space.
New Shepard is a rocket-and-capsule combo that cannot be piloted from inside the spacecraft. It is completely computer-flown and had none of Blue Origin's staff astronauts or trained personnel onboard. Virgin Galactic used a space plane with a pair of pilots onboard.
The reusable Blue Origin booster had previously flown twice to space.
The launch represented another step in the race to establish a space tourism sector that Swiss investment bank UBS estimates will reach $3 billion annually in a decade. Another billionaire tech mogul, Elon Musk, plans to send an all-civilian crew on a several-day orbital mission on his Crew Dragon capsule in September.
On Twitter, Musk wished the Blue Origin crew "best of luck" hours before the launch.
Blue Origin aims for the first of two more passenger flights this year to happen in September or October.
Bezos has a net worth of $206 billion according to the Bloomberg Billionaires Index. He stepped down this month as Amazon CEO but remains its executive chairman.
(Reporting by Eric M. Johnson in Van Horn, Texas; Additional reporting Radhika Anilkumar; Editing by Will Dunham) ((Eric.firstname.lastname@example.org; +1 206 707 1218; Follow me on Twitter @ByEricMJohnson))