In 2004, Hummel says that his team produced more than 10,000 in-depth product pages. Products that qualify for a page are usually very newsworthy or perhaps technologically complicated. "We know on a daily basis where our customers are going," he says. Amazon also seems to know what customers will do when they get there.
The very nature of shipping also seems to be on Amazon's side. Sadowski says, "When [a customer] gets [a product], if they can't figure out how to work it, they tend to take another crack at it because they are technologically literate, above average. And it's difficult sometimes to return; it's a headache to return. And they'll take an extra pass and go back on the web, look at the manual, which we provide online for virtually all the products. And for that reason, our returns are significantly lower than brick and mortar, which the vendors love."