Quidsi follows up Wag.com with YoYo.com.
Today Quidsi, which is owned by Amazon.com, launched its latest store: online toy store YoYo.com.
The choice of domain name follows Quidsi’s pattern of launching vertical stores on great domain names.
It all started with Diapers.com, then moved to Soap.com (toiletries) and Wag.com (pets).
YoYo.com launches with over 20,000 toys, video games, books, and collectibles. Similar to its other stores, YoYo offers free 1-2 day delivery and same day delivery in Manhattan.
Although there are benefits to Amazon owning separate brands and letting them run on their own, this also creates a bit of frustration for consumers. I recently comparison shopped for the same pair of shoes on Amazon.com, Zappos, and Endless.com. All three are owned by Amazon but had different prices and different stock. At some point this must become inefficient.