Amazon.com Launches New Site To Compete With... Well, Amazon.com
from the funny-how-that-works dept
If you read what we discuss about competition and innovation around here, it's no surprise that we believe that a company that is simply resting on its laurels is going to eventually be in trouble. That's why one of the most interesting things a company can do is cannibalize its own offerings. Intel famously does this on a regular basis. Basically, the lesson is clear: if you aren't willing to cannibalize your own offerings, someone else will do it for you. It's a lesson that plenty of big companies don't like to learn -- but they all learn it eventually when the competition eats their lunch. That's why it's always fascinating to see the ways that companies try to stave this off. One of the more interesting ideas that probably makes sense for some larger companies is to build a separate group, whose job is effectively to act as the competition. Let them develop the next great competitive advantage -- and if it destroys your existing business, better that it's done by your company than someone else's. It looks like Amazon may be practicing a bit of this concept by launching a brand new shoes and handbags store, that looks like it has nothing to do with Amazon.com. They named it something different (Endless.com) and built the site up from scratch, not relying on Amazon's e-commerce or search tools (they do use Amazon's distribution and warehouse system, however). Looking at the website, you'd have no idea it was related to Amazon at all.While many people will point out that this is really more an attempt to compete with marketplace leader Zappos in the shoes and handbags e-commerce world, it's even more interesting as a case study of Amazon competing with itself. Amazon already has a shoes and handbag store on their main site -- but this is entirely different. It's also interesting because Amazon is still often considered the e-commerce company that has the most advanced e-commerce system. Despite years to try to catch up, few other sites offer nearly as much functionality. In fact, Amazon has made good money over the years reselling their platform to other sites who want to just leverage Amazon's expertise in e-commerce software -- yet, Amazon itself decided to build a new system from scratch for this offering. It's definitely going to be worth watching how this evolves, and whether Amazon and Endless learn from each other, or continue down separate paths.
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Could be more to it
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Watching that space
worth keeping an eye on though and reserving judgement
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Amazon will control their own competition giving them a good control over the market and probably just boost their profits even more.
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I wonder how this is going to effect the consumer though. We all know that real competition drives down prices and improves services but i suspect this pseudo competition will have a lesser effect in this area.
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Even Amazon.com has puma & nike.
i wonder what deals Endless.com has made with the manufactures/suppliers, that Amazon.com is exclusive to... and how this can affect either site in the long run.
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PiperLime
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bags
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Not built from scratch
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No surprise
Yeah, neither one matches the volume of choice of Zappos, yet. But as they ramp up, I fully expect to see more and more manufacturers.
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Nice and Shiny
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its in the design
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Re: Not built from scratch
The checkout pipeline is currently a customization of the UI used to build the third party sites (Target, Bebe, Bombay, Mark's & Spencer's, NBA-Store, etc), but will be moved to its own workflow/format/presentation in the next 6-9mo.
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Been there done that
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On another note: competing with oneself isn't unusual at all. Private label products from mayonnaise to carpeting are usually produced by a company that also promotes its own national brand.
What's interesting here is that Amazon is "private-labelling" its core E-commerce and logistics platforms instead of the products themselve -- also not a brand-new concept, but intriguing nonetheless ...
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Not competition
Amazon for years have been investing in SOA for others to build stores around their products and services. Why not use it themselves?
For the types of people (persona) looking for designer handbags and shoes, is amazon.com the shopping experience the one they are looking for? No, that's pretty clear. Using SOA to build an experience your customers are looking for is exactly what technology is supposed to be doing.
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To coin a term ...
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designer clothes
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ghds
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