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One reason for increased product variety on the Internet is the ability of online retailers to catalog, recommend, and provide a large number of products for sale. For example, the number of book titles available at Amazon.com is more than 23 times larger than the number of books on the shelves of a typical Barnes & Noble superstore, and 57 times greater than the number of books stocked in a typical large independent bookstore.

Looking at the issue from another perspective, they estimate that 40% of sales are from relatively obscure books with a sales rank of more than 100,000 (if you visit Amazon, you will see that every book has a sales rank from 1 for the most popular to over 1 million for the least popular). This indicates the importance of the long tail for online retailers like Amazon, since 40% of sales are from these less popular books which cannot be stocked in a conventional bookstore (a large real-world book store would typically hold 100,000 books). In a Pricing context, another benefit for online retailers is that less popular products cannot be readily obtained in the real world, so Amazon can justify higher prices for these books. Brynjolfsson et al. (2003) estimated that average Amazon prices for an item in the top 100,000 is $29.26 and in less popular titles $41.60.

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