Friedman explains that the reason they signed on, however, was because she knew J&R had the ability to fulfill orders quickly. She looked at her own business as "a natural complement to Amazon's offerings," she says.
"Amazon allowed us to reach a larger national audience," she says. "Even though we had credibility as a retailer and a mail order business, this gave us instant credibility on the web." Friedman says that J&R is now able to reach more people than ever before with their inventory.
As a brick and mortar still, Friedman says J&R recently underwent an expansion in the small appliance and personal care markets, two areas that they also sell on Amazon.