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Technology Stocks : Amazon.com, Inc. (AMZN)

AMZN 227.35

+0.3%

Dec 19 9:30 AM EST

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To: Bill Harmond who wrote (12370)	8/2/1998 9:32:00 PM
From: Glenn D. Rudolph	Read Replies (1) of 164684

Amazon is executing much closer to AOL's plan: spend big and grab subscribers first. AOL lost $10 billion to get to its first 10 million members. William, You are very confused. AOL does have subscribers. Their charge cards are debited each month by AOL. AMZN does not have one subscriber. They have customers that must go there and choose to buy for AMZN to get revenue. That AOL-type model can work for Amazon because of the leverage in online retailing. As Mary Meeker at Morgan Stanley put it, Amazon is "swinging for the fences." If any company can do it they can: Amazon has first-mover advantage, one of the two coolest brands (critical on the Internet), powerful business momentum, increasing leverage with their suppliers, loyal repeat customers, a successful platform for line extensions, and as a friend would say "hard core" management. Amazon is not a brand. There is hype here than facts of any kind. Cadillac is a brand. Coke is a brand. Amazon is a retailer that resells products manufactured by others. There is no brand here. There is no loyalty to a retail store. Never has been and never will be. Ask the management of Kmart when Walmart came a long. Were their customers loyal? Was Kmart a brand? Ask Sears when Penneys decided to carry name brand merchandise. Was the Sears customer loyal? The proof is in the current Sears promotion of "Sears Brand Central." They do not mean Sears is a brand but rather Sears is selling known brand items. Glenn

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