His goal (Bezos's)was not just to make browsing for books easy, but an enjoyable experience. “People don’t just buy books because they need books,” he has said. “There are products like that. Pharmaceuticals are that way. Nobody enjoys browsing the Preparation H counter. But people will gladly spend hours in a bookstore, so you have to make the shopping experience fun and engaging.

— Richard L. Brandt

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