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.