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Browsing vs Searching

A decade ago, the purpose of a bookstore was to sell books. Today the purpose of a bookstore is discovery. The design makes it possible for us to browse the aisles of the airport bookstore or Barnes and Noble.

You can't wander the aisles of and pick up something that catches your attention. When you go to Amazon's web site, you search. You're there for a transaction, not an experience.

Amazon didn't start physical bookstores to sell more books. They didn't have a problem selling books. They needed to allow their customers to browse.

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