The agency created the funky ads that featured Mitch Miller-type singers crooning about canoes and cars. Amazon won't comment on business strategy. Amazon doesn't have to find, catalog or stock any of the items. Shoppers clicking on that button are passed via Greenlight to local car dealers, where they can kick tires and make their purchases. But that doesn't mean we're going to be the seller.
Some experts say that strategy needs better definition and discipline.
For example, Amazon's decision to carry a wide range of inventory this holiday season could force it to discount heavily in January. As an example of experimentation, the company recently sent an e-mail advertising a new online outlet store that will offer discounts after the holidays, Good says. That's a nice vehicle for them to reduce inventory of seasonal items. The company also mailed a print catalog this quarter, further pushing the online retailing boundaries. At this stage that's anyone's guess.