Has Pottermore Cast the Riddikulus Spell on Amazon?

When Pottermore launched their ebook store at the end of March, the publishing industry stood still and watched in amazement. Pottermore did something that no one had dared trying before: they forced Amazon to send customers to their site to buy their ebooks.

Controlling the purchasing stage of the user journey is extremely valuable not from a financial but from a strategic point of view: who sells the ebook owns the relationship with the customer.