Cover Story: Amazon: The Elephant in the Room
There’s no way around it: The Seattle-based e-tailer has become the
dominant force of change in book publishing today. Whether that’s good
or bad for the industry is no easy question to answer.
Wikert notes that the e‑commerce behemoth is ratcheting up the pressure with marketing campaigns that go beyond price competition. Specifically, he references Amazon's December 2011 offer of 5-percent off for customers who checked prices on selected items using its Price Check mobile device shopping app while browsing at bricks-and-mortar retailers. "It felt like a mean-spirited attack at the brick-and-mortars who have become Amazon's showrooms," he said. "I'm guilty of showrooming and I'm not proud to say I've done it. But for Amazon to make such a big deal of it really turned me off."
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