Borders Books handed its online future to Amazon in a fatal deal.
The retail giant lost $1 billion after signing the deal in 2001.
In 2001, US retailer Borders Books outsourced its online empire to Amazon, losing $1 billion and customer data. This fatal partnership stripped their profits and led directly to bankruptcy. Asking why did Borders Books collapse, this documentary exposes the corporate hubris that sealed their fate.
In 2001, Borders, the largest book retailer in the United States, signed a 10-year contract handing its online future to Amazon, its arch-nemesis. This documentary explores how the company's hubris and fear led to a partnership that stripped them of customer data, bled them dry of profits, and ultimately drove them into bankruptcy. Through forensic analysis, we trace the rise of Borders from a small Ann Arbor shop to a retail titan, the catastrophic decision to outsource its digital soul to Amazon, and the final collapse that left 11,500 employees jobless. Discover the hidden clauses, the cancelled projects, and the ultimate irony of paying your executioner to run your website.
BUILT & BROKEN — one empire built, one broken, every week.
#Borders #Amazon #bankruptcy #retail #ecommerce
