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Amazon is Coming After You
By: Cindy Wendland
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Amazon, the leading online retailer, sent a postcard mailing and it surprised us. We thought it was from a local retailer and used it as a scratchpad to write down a phone number. The large 20% off in red did cause us to take a second look, and then the name Amazon jumped out at us.

Amazon doesn’t do a lot of offline advertising. Their numbers dropped over the years to less than $10 million a year in offline advertising. It makes sense. They sell online, so they advertise online, where people expect to find them. They have demure advertisements on Google Ads, as one example; nothing flashy.

Amazon has a lot to teach retailers. They maximize profits on one hand and frugality on the other. They focus, focus, focus on having a navigable website with a quick and simple ordering process. The founder Jeff Bezos says that customer service is not an addition to a corporate goal — it is the corporate goal. Within that corporate goal, they break out hundreds of other goals and 360 of them directly affect customer experience.

So this made us wonder why Amazon is advertising watches on their postcard mailer. Is this a category of focus, or new relationships on which to focus? Reading around the phone numbers we scribbled on the mailer, we find the discount is good on watches, shoes, clothing, and jewelry. Turns out the watches are just an attention grabber. Does Amazon want to be better known for these products online? The first to appear on an Amazon “jewelry” search is a Shery Shabani diamond necklace for $26,800. Unfortunately, the coupon on the mailer is only good for up to a $500 purchase. Darn!

Perhaps Amazon is going after a bigger share of the clothing and accessory market. If this is the case, then no one is safe. Online retailers, watch out. Amazon is coming after you!

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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