Earlier quoted context omitted.
The problem is that they are using the Amazon brand to position it. This helps in gaining initial traction, but in the end damages the brand in two ways: - people do not know what to associate amazon with (it's just a bookstore, right?) - when they kill off too many project, or too many projects fail, their brand value hurts. There are other businesses that have many, many product lines, but the most succesful ones (…
But if nobody remembers them, as MCRed says, does it really hurt their brand?
Amazon.com runs on a lot of 20 year old code because they've never been able to upgrade it, because there's so much cruft. Amazon menusand all that create cruft.
There are bugs I fixed in 2006 that came back in 2009 and are still there-- the team that I was on when I fixed them no longer exists because the people got pulled off for nonsense "products" like menus etc that eventually got canned.
It's not just that they are trying things, the things they are trying take engineers out of their key talent pool-- which is pretty shallow to begin with because Amazon is a very anti-engineering company. (Really they hate engineers at the executive level.)
Most of the site at this point is cruft while engineers run around chasing nonsense that will never be in production more than a year.