When it comes to flat-screen televisions, like popular plasmas, finding ways of fulfilling the online experience comes down to white glove delivery, a system that Amazon initiated a few weeks before press time.
"It's a service that we have recently launched; it's still very much in a test stage," says Cunningham. But what it involves is delivery, breaking down the carton and carrying the product into a customer's home.
Cunningham admits that even though the service is in its infancy at Amazon, he anticipates that white glove service will increase sales of larger TV sizes overall. "Part of it is certainly the fact that getting into customer's homes will help us sell more," he says.