Break the prices to break a competitor, then scoop up the crumbs with the teaspoon. This is the strategy developed by Amazon.com against its competitor Diapers.com in 2009, we learn from reading e-mails from executives of the online sales giant. Revealed by the commission investigating the anticompetitive practices of GAFA, these exchanges reveal the concern, first, of the leaders of Amazon, then their brutal response vis-a-vis this competitor which their size croupiers on the market of the products for new- born.
In early 2009, Amazon employees observed that sales of diapers and baby products suddenly fell. They quickly notice that this is happening at the same time as sales launched by the Diapers.com site, which specializes in products for newborns.
Problem: Diapers.com offers products at lower prices than Amazon. “ They put us under continuous pressure on prices , notes a senior executive. They must have execution costs
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