Australian media got into a bit of frenzy last week when it was reported that retail giant Amazon would soft launch on Thursday ahead of a full launch on Black Friday.
For reasons yet unknown, this did not happen. Although the soft launch went ahead as planned, if you had visited the Amazon Australia site at the time of writing, you would've seen what's been there for the last few years: the old Kindle shopfront, which isn't particularly exciting. Maybe Amazon wasn't ready. Perhaps it didn't want to get lost in the fog of all the other Black Friday and Cyber Monday sales hitting the web. It could have been a strategy to build even more hype. Or journalists might have got carried away.