By trying to make hay from the current tablet frenzy, Amazon has strayed from its customer-centric roots towards a more conventional product-centric mindset.
But in the age of Groupon, search and social media advertising, it is the relevance of brand-, not product-centric advertising must be called into question.
In addition, brands are beginning to abandon flash-heavy sites that are difficult to navigate in favor of more streamlined experiences that are more searchable, shareable and product-centric.