© Nurul Hana Anwar
The problem wasn't so much that customers had made a conscious decision to buy their running gear elsewhere, Lampen-Crowell says. Rather, a number were doing more of their overall shopping on Amazon-and as the online giant became a pervasive, almost unconscious habit in their lives, they had started dropping into their Amazon shopping carts some of the items they used to buy from Gazelle Sports. Lampen-Crowell's initial response was to double down on marketing his company's own website. But while that helped, there were many potential customers who still had little chance of landing on it. That was because, by 2014, nearly 40 percent of people looking to buy something online were skipping search engines like Google altogether and instead starting their product searches directly on Amazon.
By the fall of 2016, the share of online shoppers bypassing search engines and heading straight to Amazon had grown to 55 percent. With sales flagging and staff reductions under way, Lampen-Crowell made what seemed like a necessary decision: Gazelle Sports would join Amazon Marketplace, becoming a third-party seller on the digital giant's platform. "If the customer is on Amazon, as a small business you have to say, 'That is where I have to go,'" Lampen-Crowell explains. "Otherwise, we are going to close our doors."
Gazelle Sports isn't alone. Faced with Amazon's overwhelming gravitational pull on the Internet's shopping traffic, thousands of Amazon's competitors-from small independent retailers to major chains and manufacturing brands-have felt compelled to join its orbit.
Comment: Friendly reminder that Jeff Bezos is still trying to take over the universe