E-Commerce Paradox of Marketing Versus Fulfillment

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I am signed up the mailing list of Amazon.co.uk and Amazon.de (mainly because the Germans have cheaper DVDs).I have noticed over the past few days as the cut-off date for Christmas looms I am being mailed every day by Amazon.co.uk encouraging me to purchase goods from them.

What does this mean?

  • Is this well thought out? (As it brings extra strain on their delivery system just when they don’t want it, surely it would have made more sense to create the demand earlier?)
  • Does this mean that they the are in a panic to try and hit their target numbers? (Incidentially The Business has an article about how the Office for National Statistics has no idea of how well or badly online sales are doing, while industry group Interactive Media in Retail Group (IMRG) claims 50 per cent year-on-year growth for November.)
  • How many customers will be prompted to order too late and receive a dissatisfactory experience?