Amazon.com became the world’s most valuable retailer by selling everything imaginable at virtually no profit. Jet.com raised hundreds of millions of dollars before launch, with the promise of undercutting Amazon’s prices.
E-retailer Zazzle has spent the past decade — and made money — refusing to play that game.
Zazzle’s trick: CEO Robert Beaver and his sons, Jeff and Bobby, focus on products that can’t be found elsewhere, and thus face little to no pricing pressure.
This article originally appeared on Recode.net.