I’d never heard of Squishable, but the Getting More Awesome blog profiles how they built a sustainable, successful online store:

  • Amazon doesn’t sell the product

  • They sell a weird product, so they show pictures of people using it on their front page so as to normalize it

  • They are “social” – not Twitter or Facebook, but they have daily pictures, video contests, shareable avatars, voting, travel blogs and more to engage users

  • They offer products for fanatics, such as an Android Squishable

  • Their copy isn’t markety or gimmicky. It’s fun to read.

  • They target their advertisements to places where they find customers.