Become an Anti-Everything Store: Weekly Loop #14


Weekly Loop #14

Become an Anti-Everything Store


Amazon is famously known as the everything store and it remains true that when it comes to online shopping, they really do sell just about everything. Beyond just selling everything, they’ve started to commodotize everything, and it isn’t by accident.

In Brad Stone’s book on Jeff Bezos and the creation of Amazon, The Everything Store, it’s mentioned that Amazon started with books because they were already essentially commodities with ISBN codes making it easy to identify specific products. Also mentioned in the book is another of Bezos’ famous lines, “your margin is my opportunity.”

Since starting with books, Amazon has capitalized on those opportunities and stayed true to exactly what they set out to do. It may have been hard to predict at the time, but Amazon has been incredibly consistent with their vision. At this point, Amazon has become relatively predictable.

Amazon wants to sell everything and are willing to take slim (or negative) margins to do it.

Fine, let them have that. Who wants to compete in a price war anyway? It’s beneath your brand and it’s far from what all shoppers want.

The “everything” store is taken. Look for something different. Be a super-specific niche store. Create a new shopping experience. Identify a bigger purpose and connect with your customers. Become the anti-everything store.



Take a look at an excellent standalone ecommerce shop for inspiration

stock x homepageStockX has been on our radar for a few months. It’s a new model of ecommerce that we’ve yet to see replicated elsewhere.

With StockX, merchandise is treated like a stock, with bid/ask spreads and historical prices. Using a marketplace model, sellers set their “ask” price – or agree to a current bid price. Once a transaction closes, StockX acts as a middleman to guarantee condition and accuracy.

They launched with sneakers, taking advantage of an active sneakerhead market, and have since expanded to handbags and watches. It’s an innovative model that’s lead to a reported $2 million in daily revenue.

Recommended Links


Each week, we read and watch articles, blog posts, videos, infographics, books and more related to ecommerce. We share some of our favorites links on Twitter, Facebook, and LinkedIn.

In our weekly updates, we pare the links down to our favorite seven links from the past week.

Have a suggestion of something to include? Get in touch.


Amazon is “anti-brand”, a digital shopping mall where brands’ value is replaced with reviews and ratings.

Amazon’s Missing Emotion
Marketplace Pulse Marketplace Pulse

“Not selling on Amazon has become a choice of pride for brands. Not selling on Amazon is a statement. Nothing captures the headlines as much as a brand CEO rebelling against Amazon. For example, most recently cosmetics company Glossier, a popular beauty brand built on social media and direct-to-consumer responded with an emphatic “no, no, no!” when asked if the company would sell into Amazon.”1

“At its core, a USP should quickly answer a customer’s most immediate question when they encounter your brand’

What a Unique Selling Proposition Is (And Isn’t) Plus 10 Examples to Inspire You
Ana Gotter Shopify Blog – Company

“Your USP plays to your strengths and should be based on what makes your brand or product uniquely valuable to your customers. Being “unique” is rarely a strong USP in itself. You have to differentiate around some aspect your target audience cares about, otherwise your messaging won’t be nearly as effective.
A compelling USP should be:

Assertive, but defensible: A specific position that forces you to make a case against competing products is more memorable than a generic stance, like “we sell high quality products.”

Focused on what your customers value: “Unique” won’t count for much if it’s not something your target customers truly care about.

More than a slogan: While a slogan is one way your USP can be communicated, it’s also something that you can embody in other areas of your business, from your return policy to your supply chain. You should be able to talk the talk and walk the walk.”2

‘Amazon is experimenting with a new tool called Scout designed to help shoppers better figure out what they want to buy in a more visual fashion”

Amazon launches Scout, a machine learning-powered visual shopping tool
Sarah Perez eCommerce – TechCrunch

“Currently, the site lets you search for furniture, kitchen, dining products, home décor, patio items, lighting, and bedding, as well as women’s shoes. In time, Amazon will add more products like clothing and handbags, it said.
While today has just about any product you could want, finding items you like when you only have a vague idea of what you want can be more difficult. For example, if you’re looking for a dresser, or a new comforter, or deck chairs, you’re often stuck scrolling down through a long list of matching results that aren’t at all customized to your particular tastes.”3


“This is my favorite part of the keyword ideas report because you can easily see the estimated visit count based on rankings.’

My New SEO Tool: Ubersuggest 2.0
Neil Patel Neil Patel

“This is where you can filter the keyword results based on any data point you want. From limiting the results to just Google Suggest or AdWords or by filtering keywords based on their popularity and competition.
If there are also too many results like the screenshot above, you can exclude or include certain terms or phrases. This will help you filter the results even faster.
And if you want to focus on long tail terms, just “uncheck” the “Google Ads” option and you will see all of the long tail terms.”4


“J.Crew’s move to open up distribution on Amazon with its lower priced Mercantile line could mean history will repeat itself.”

J.Crew Selling On Amazon: Right Strategy, Wrong Execution
Chris Walton Forbes

“J.Crew and Macy’s could go together in much the same way Walmart has partnered with Lord & Taylor, only a J.Crew and Macy’s partnership would be a much more formidable combination in the long-run. Other specialty retailers would likely opt for the Macy’s marketplace option in droves over hooking up with Amazon or Walmart. Look no further than the recent ire Walmart has drawn for its Moosejaw experiment as backing for this thesis. At the end of the day, when you have the cachet of a J.Crew, there are brand-right, mass-market-distribution alternatives to explore before directly going to Amazon. One plus one could equal three with the right partnerships and planning.”5




Andrew @ EcomLoop
Are you looking to start or grow a standalone ecommerce shop? I help independent businesses achieve success on the Shopify and WooCommerce platforms. As the owner of multiple ecommerce businesses, I've had the opportunity to get experience with nearly every aspect of the ecommerce industry. I started EcomLoop to help other quality independent businesses using my knowledge and experience. To stay on top of new ecommerce developments, I publish The EcomLoop Weekly Loop, a blog and email newsletter with original thoughts and curated links to help independent businesses improve their businesses.