This Race Isn't Even Close Conventional wisdom is a funny thing. This year, to some, Amazon looks more like the Titanic than the most famous line in the movie about it. Put simply, it settles for taking orders for the products people come looking for rather than enticing them to buy things they hadn't even thought of buying. Amazon is much more ambitious. Once you've visited the site, it knows who you are when you come back and suggests items based on what you bought before.
Customers can make a purchase with one click of the mouse.
But I want my shopping experience to include a bit of entertainment, whether I'm online or not. Part of the value a traditional store provides is giving me ideas and making me feel comfortable. In fact, it's just plain boring. The eye-glazing treatment begins at the home page, which is a long list of categories. It's a different scene at Amazon.