Let’s face it: Amazon is convenient. I try hard not to shop at Amazon, just as I avoid Wal*Mart and the like. I shop local and like to support independent business owners. DGLM is a small business, too, and supporting other small businesses is important to me. But I’d be lying if I said I didn’t go to Amazon.com every day. I use it for book research and to track clients’ sales; I’ll also use it to comparison shop prices on other goods. It’s impossible to avoid, even if I rarely purchase anything there.
One of Amazon’s most annoying tactics has been to try to capitalize on other retailers’ brick and mortar stores—releasing apps that allow consumers to go shop for something in the real world, scan the item with their phones, then buy the item for less money through Amazon. Amazon avoids pesky rent in expensive commercial areas, but gets the advantage of the showroom. This, understandably, drives business owners crazy. But now they have a way, of sorts, to retaliate: a Chrome plug-in that allows Amazon UK users to search on Amazon, but gives you the price of the book at your local shop—reverse showrooming, or some such! It’s completely genius! On the one hand, it almost works as a piece of criticism, making the shopper think twice before clicking the buy button. And on the other, it’s actually a great shopping tool, seeing as books are sometime cheaper at your local store than they are at Amazon. Here’s hoping someone gets this to work in the US, too.