Several apparel specialty chains are linking with Amazon, to direct online shoppers to their websites. While several of my RetailWire colleagues cautioned against “the fox in the henhouse” (especially in terms of data mining), I see it as a positive:
Since the transaction takes place at the retailer’s website (not on Amazon), this is a potential win for both sides. The retailers gain traffic, and Amazon continues to gain credibility as a one-stop headquarters for fashion (already a strong suit of its Zappos subsidiary). Yes, Amazon is also in it for the data but any smart retailer involved in this marriage should negotiate access to the same information for its own purposes.