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The Anti-Amazon That's Making Money: Zazzle became the world’s most valuable retailer by selling everything imaginable at virtually no profit. 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.

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