Endless Shoes

Endless.com was launched as Amazon's first standalone e-commerce brand outside of the Amazon store. FLY helped position the site as a destination for shoes and accessories, particularly targeting women. The site offered free overnight shipping and free returns, aiming to compete with head on with Zappos. At the time, Zappos could not offer free overnight shipping and free returns. Jeff was doing his thing: attacking a competitor on customer service. Not good if you’re the competitor. To emphasize how easy and quickly Amazon could ship and return shoes as compared with Zappos, FLY created a campaign built around the line: “Fresh shoes delivered daily.”

 

Endless.com was an unqualified success. But after several years of ever-increasing sales, Jeff decided to integrate Endless into its main store. This move was part of a larger strategy to consolidate its fashion offerings under the Amazon brand. 

 

Endless initially aimed to compete with Zappos and even spurred them on to improve their customer service.  But that wasn’t the end of the story. Zappos couldn’t match Amazon’s customer service. Who can? In the end, Jeff bought Zappos. If you go to Zappos.com today, you’ll see that they still use our Endless line with a slight tweak: “Fresh Pairs” screams the headline. You’re welcome.