Date: Fri. 9/8/00 5:24 AM
From: Joseph T. Chadwick, Jt ([email protected])
Subject: Online Prices Not Created Equal
I read your article ("Online Prices Not Created Equal," Sep. 7, 2000) and I have one comment: stupid, stupid, stupid.
Amazon is making one of the most basic mistakes of business. It has an opportunity to make a statement of what online business can be – efficient and less expensive – and it will alienate its customers by playing with prices. Part of the Web jargon is the sanctity (and necessity for) a brand. A brand signifies a consistent customer experience. Duh! Playing around with prices will destroy the brand that Amazon has built. I have been considering investing in the stock, but wouldn't touch it now.
