Endless.com: Amazon Busts Out of Its Brand

Rob Hof

For the first time, Amazon.com has created a retail Web site that isn't branded Amazon. Endless.com, just out in beta, sells shoes and handbags, a hot area that Gap recently jumped into with PiperLime and that's populated by fast-growing successes such as Zappos. Not only can you not tell it's an Amazon site until you check out (and are given the option to log in with your Amazon username and password), but it has features not seen on Amazon, such as free overnight shipping, more useful search and browsing methods, and zoom-in capability on products.

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