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Amazon’s Old Rival Prepares to Wage War Again

by Jacob Kleinman | September 16, 2014September 16, 2014 7:00 pm PDT

jet vs amazon

At the moment Amazon pretty much dominates online shopping—at least in America—but that wasn’t always the case. Back in 2010 the e-commerce giant bullied Diapers.com, a rival website focused on selling baby-related products, into accepting a $540 million buyout. Now Marc Lore, who co-founded Diapers.com along with a family of online stores, is gearing up to launch a new Amazon competitor called Jet.

Lore’s site will take a new approach, basing its prices off the distance between a particular product and the person who wants to buy it. That means some purchases could arrive extremely quickly for a low price, while other could take longer and cost a bit more. In a blog post today, Lore claims Jet will be a “new kind of e-commerce experience, uniquely grounded in transparency and customer empowerment.” He’s also promised to offer lower prices compared to more established e-commerce competitors including Amazon.

There’s still a lot we don’t know about Jet, though it sounds like the site will let third-party retailers sell their products through its platform similar to Amazon. Lore announced on Tuesday that he’s wrapping up an initial Series A round of fundraising totaling $80 million. The new site isn’t expected to launch until 2015, giving Amazon plenty of time to plan it defense against the new rival.

Marc Lore Jet.com WSJ

Jacob Kleinman

Jacob Kleinman has been working as a journalist online and in print since he arrived at Wesleyan University in 2007. After graduating, he took a...

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