June 2001
May the Best Interface Win!
E-commerce companies make a mistake if they expect us to adapt to them.
By Simson Garfinkel
Amazon.com may not be the model of financial prosperity, but its Web site is one of the Internet's best shopping locales. By making its online store easy to navigate and use, Amazon has created an environment where money is easy to spend. The company may still be months-or years-from significant profitability, but that didn't stop its customers from buying more than $2.7 billion worth of goods last year.
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Massachusetts Institute of Technology