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Although 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, a website that sells only household items. is headquartered in Middleton, Wisconsin. The company started in 2008 and has since established a joint venture with Spanish website That resulted in the launch of, which targets the European market for consumer packaged goods. Using the connection to Spain, 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 provides a special user interface for this product category and creates a different customer experience than Amazon. 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.