Although Amazon.com started as an online bookstore, its expansion into selling so many different types of items has created a marketing channel with room for similar operations. One example is Alice.com, a website that sells only household items.
Alice.com is headquartered in Middleton, Wisconsin. The company started in 2008 and has since established a joint venture with Spanish website Koto.com. That resulted in the launch of Alice.es, which targets the European market for consumer packaged goods. Using the connection to Spain, Alice.com recently raised $3,600,000 from investors there. This brings the total outside capital obtained since founding the company to $18,200,000.
Amazon also offers general household items on its website, such as diapers and cleaning products. But Alice.com provides a special user interface for this product category and creates a different customer experience than Amazon. Alice.com has a suite of home budgeting and planning tools. It also tracks user profiles and what products they buy in order to provide notifications about time to restock.