Selling Consumables Online: P&G Tests Etailing on Amazon with Crest Whitestrips

Geoffrey Precourt

If Amazon is trying to become the digital Walmart, Procter & Gamble wants to be there when it comes time to stock the electronic shelves.

Amazon earned its interactive stripes with books - initially ink on paper but, more famously, with its Kindle hardware and its software collection of reasonably priced books. But the etailer has moved aggressively into MP3s and, while it's no rival to Apple's iTunes, it has grabbed a significant chunk of the download-music market.

And Internet shoppers who do online price-comparison shopping for every thing from consumer electronics to specialty teas have found that Amazon, more often than most, ends up with a value proposition that is, (if you'll pardon the expression), close to the every-day-low-pricing promise that has been the bricks-and-mortar hallmark of Walmart for years.