Echoing Rhetoric Not Your Own
and since I’m thinking about how odd Jeff Bezos and Amazon.com are, this is another placeholder for some later posting, a review amorphous as of yet…
It’s extremely hard for me to understand Amazon’s consumer hardware strategy. Usually, when a company has a strategy I don’t understand, I can look deeper, ask employees, or analyze the greater market to get a faint idea of what is driving the company’s behavior. But with Amazon, I can’t. There is simply no rational explanation for its products. The only thing I can come up with is this: Amazon continues to make hardware because it doesn’t know that it sucks, and it has a fundamentally flawed understanding of media. With Amazon.com, it can heavily and successfully promote and sell its products, giving it false indicators of success.
It’s an echo chamber. They make a product, they market the product on Amazon.com, they sell the product to Amazon.com customers, they get a false sense of success, the customer puts the product in a drawer and never uses it, and then Amazon moves on to the next product. Finally, with the Fire Phone, customers have been pushing back. You can’t buy a phone and put it in a lonely drawer, never to use it again, like you would with a Fire Tablet. You can’t dupe your customers by selling them a shitty phone, because a phone becomes a part of its user’s identity.
Amazon’s retail strategy of being allergic to profit does not translate well into hardware manufacturing. People buy hardware that fits into their lives, and becomes part of how they identify themselves to the world. If you want to sell hardware, you have to be in fashion, like Samsung was two years ago, or like Apple has always been. Amazon is incapable of understanding fashion, because it has no taste, and its hardware is completely unfashionable and tasteless.
Amazon is slowly destroying itself from the inside out, through its own echo chamber, by focusing on a strategy that will never work and does not even make sense.
(click here to continue reading Amazon’s Echo Chamber.)