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Amazon centers mcommerce strategy around apps

November 1, 2011

The iPhone app

Amazon is continuing on its path of mobile commerce domination with the launch of a shopping application for its destination.

The company has made mobile versions of its Web sites a staple of its strategy with apps for its properties such as and The app is available on iPhone devices.

“Our goal has always been to offer our customers the best possible shopping experience online,” said Tracy Ogden, spokeswoman for Amazon, Seattle.

“As more people are carrying their iPhones, we want to make sure our customers have the best experience accessing endless wherever they are,” she said. is an shoe and accessories retailer for men, women and children.

End sale
Using the endless app, shoppers can browse product lines by style and name.

Users can also find current deals and offers and search by price.

Consumers can enter their Amazon account to purchase items quickly.

Shoppers can also view trend reports and lists of items picked by editors.

Here is a screen shot of how consumers can purchase shoes on the app

Brands that endless carries include Cole Haan, Dr. Martens and K-Swiss.

Users can also view product reviews and ratings.

Since endless is a property of Amazon, which offers free two-day shipping in the United States, users can purchase items and return them up to 360 days later.

Additionally, free international shipping is available for orders more than $100.

Transitional shopping
Since Amazon is an ecommerce company, mobile is a natural next step for the company.

The endless iPhone app signals Amazon’s hope to be at the forefront of mobile.

In addition to commerce-enabled apps, Amazon recently introduced the Amazon Kindle Fire, which is a rival to Apple’s iPad (see story).

Amazon has also used daily deals, mobile advertising, apps and ereaders to develop  a strong mobile strategy.

“Mobile purchasing is a significant and growing business for Amazon,” Ms. Ogden said.

“Our goal has always been to offer customers the broadest selection at the best prices with fast, often free shipping offers, and we want to extend this to offer great customer experiences on all the platforms and devices our customers are using,” she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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