The burgeoning space-transportation company owned by Amazon.com Inc. chairman Jeff Bezos this week is expected to announce some customers and new initiatives, the latest step toward its long-term goal of building rockets powerful enough to penetrate deep into the solar system, according to industry officials.

The moves by the typically secretive Mr. Bezos, these officials said, are anticipated to disclose further details about Blue Origin LLC’s strategy to create a family of reusable rockets initially intended to take tourists...