Well, THAT was quick

When we last left the Evil Empire, er, Amazon, the Ewoks were dancing as the charred wreckage of the Death Star was burning up in the atmosphere. It was a time for great rejoicing.

Those who read this space may remember that I said something to the effect of "It's WAY too early to speak of Amazon's demise". I cautioned that facts were still to be determined, and that the future was not yet decided.

Well, to quote an '80s catchphrase: "They're baaaack!"

Today we learned that Amazon has partnered with American Express Membership Rewards to allow MR participants to redeem their points for Amazon merchandise.

I guess they're not exactly dead after all. It's like the monsters in all those sci-fi movies--you gotta kill them two or three times.

There were those who said Amazon exited in April because there were sales tax issues for corporate redemptions. Perhaps not.

Others said the "experience" wasn't up to Amazon's standards. I guess they decided if you want something done right, you do it yourself.

Still others believe Amazon wanted to speak directly to program participants--to market to them longer-term. Hello.

So, now every loyalty program in the country is fair game for the new, improved Death Star. And all those entities that were working with Amazon through tech providers? Well, they better hang on tight to their customers.

That sound you hear in the distance is the groan of merchandise suppliers to Amex--they have now seen a major competitor enter the program that will siphon off redemptions--for sure. Anyone who doesn't believe that needs to contact me so I can get some of whatever they're ingesting. Sounds like really Good Stuff.

So, 5 months after the Ewok Dancing, it's cue the Minor Chords. The Empire Strikes Back...


Pete