I'm still kind of amazed by Dollar Shave Club ($1bil exit to Unilever) - absolutely no product innovation (private label S. Korean razor you could've bought on Amazon for cheaper) but brilliant branding/marketing.
Objectively Amazon has never had much of a personality brand-wise, and anything you can do to exploit that weakness will help you win customers.
Objectively Amazon has never had much of a personality brand-wise, and anything you can do to exploit that weakness will help you win customers.