Borders Goes Solo on New Web Site

Borders has separated its e-commerce offerings from Amazon and opened its own Web site. From the New York Times:

The new Borders site offers plenty to like, such as the Flash video-based “magic shelf” on the main page that recreates the experience of browsing the tables of new books at the entrance to stores. The site also ties in with the Borders reward card program and the physical book search kiosks in most Borders outlets, and offers video of author book signings and book discussion groups.

The launch of comes as the retailer tries to navigate through unsettled conditions. In March, the company hired outside firms to explore business alternatives, including a sale. More recently, Barnes & Noble said it is studying a possible Borders acquisition.

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