Amazon's latest move and partnership with Realogy shows that the strength of Amazon's long-term retail hand may not be as strong previously thought
There are no longer any ifs, ands or buts about it — Amazon is going hard after the home. Thethis week, in partnership with Realogy, and one in which Amazon will offer new homebuyers as much as $5,000 in incentives to purchase and install smart-home services and devices, is just further proof that Amazon will stop at nothing to fortify its already dominant commerce position from atop the couches of consumers the world over.
The home, by way of desktop and mobile browsers, is what made Amazon’s business what it is today. Amazon’s business was built on the butts of millions of consumers who smartly realized that it was more efficient to “one-click” purchase the things they needed in their lives rather than to go through the taxing and unnecessary extra hassle of getting off of their couches and venturing to a store. Physical retail, in contrast, is entirely new for Amazon. That business has nowhere to go but up.
Retail conducted inside consumers’ homes though is a different story. If Amazon does not manage its core strengths correctly in the face of ever increasing technological change, Amazon too could one day find itself out on its own derriere., the buzzword of the day, is built around a perpetual state of consumerism, one in which the consumer is by definition the channel and can consume anything he or she wants anywhere, anytime.
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