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Amazon Bought This Man's Company. Now He's Coming for Them

An Amazon veteran is launching a shopping site that’s part Costco, part mall, and all anti-Amazon
Marc Lore
Marc LorePhotographer: Jason Nocito for Bloomberg Businessweek

The historic downtown commercial district of Montclair, N.J., is known for its restaurants, antique shops, and art-house movie theater. It’s not usually home to lavishly funded attacks on the entrenched giants of global e-commerce. Yet on the second floor of a three-story red-brick building on Bloomfield Avenue, across a parking lot from a fancy pizza joint and up an unmarked stairwell, are the offices of one of the biggest bets in the history of online retail: a 100-­employee startup called

Jet is the brainchild of Marc Lore, the founder and former chief executive officer of Quidsi, a company best known for its most popular website, He spent years competing with before getting clobbered in a price war and then, in 2010, selling out to the company for $550 million. Lore stayed on at Amazon for more than two years; now he’s preparing to assault it.