Why did Borders decide to launch its own site versus continuing the relationship with Amazon.com?
E-commerce for Borders has been operated by Amazon.com since 2001. This agreement, while it served a purpose at the time, was not meeting our business needs or the needs of our customers. By having our own e-commerce site, we can serve our customers better, increase our sales and profits, and—with our capability to bring our new Borders.com site into our stores on existing computer kiosks—we can creatively combine online and our stores to give customers an elevated experience that we believe they’ll find more satisfying than anything else in bookselling today.
