LONDON (Hypebot) – As part of an ongoing makeover of the label group's signature site, EMI.com has added buy buttons to its artists pages linked to Amazon for both downloads and CD's. The site has also improved search and recommendation features and revamped artist pages to include a single page overview of what’s available.
EMI may have chosen Amazon over competitors because of its ability to handle fulfillment for both physical and digital goods, as well as, its global reach. But the partnership is still a major slight to iTunes and others who would have coveted their portion of the business. More curious is why EMI did not choose to reap higher profits by doing digital fulfillment on their own and outsource only the more logistically difficult physical sales.
Perhaps the Amazon partnership is confirmation of the complexities of setting up global distribution and fulfillment; or is may just be an acknowledgment that EMI has far more fundamental problems to tackle first.