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The New York Times reports that Amazon.com is launching a new website called Vine.com that is designed to offer environmentally friendly products.

According to the story, "Vine is part of Quidsi, the company that Amazon bought in 2010 that also runs sites like Diapers.com (baby stuff), Wag.com (pets) and YoYo.com (toys). Vine will sell everything from cleaning supplies to baby accessories, beauty supplies and clothes — as long as they are green.

"That means wildly different things to different people, but Vine has created its own formula. Products must fall into one of the following categories: they must be designed to remove toxins, energy-efficient, natural, organic, powered by renewable energy, reusable, made of sustainable materials or water-efficient."

The Times goes on to say that "it won’t be obvious on Vine.com that shoppers are buying from Amazon, just like on other e-commerce sites that Amazon owns, including Zappos.com, Shopbop.com and Woot. But it is another instance of Amazon’s spider-like reach in the online retailing world in its quest to sell people anything they want to buy."
KC's View:
More than what it says about the green business, this says volumes about the level to which Amazon can differentiate. I can easily imagine it coming up with all sorts of other permutations ... like a store only for products made without GMOs. Or a store for products only made in the USA.

It is easy for Amazon to do, by drilling down into its data, and can give it an advantage as it competes with more traditional retailers. Which means that traditional retailers have to find a way to fight back and find their own advantages.

There is, of course, a certain irony that the products being sold on Vine.com will require an airplane to get them where they need to go. Which may not be the most environmentally efficient way to buy an energy efficient product.