Make everything available. Cut the prices. Help me find it. Boil each of these down to their very essence, and what you get is this: be malleable, give me good value, and facilitate the experience. Once you do this, Anderson’s theory of the Long Tail becomes applicable to businesses in general, and not just retailers. In the context of Amazon, something else becomes clear: Amazon is not just a Long Tail store; Amazon is a Long Tail company.