So why did Sears wait so long? Did Sears consider Amazon an enemy all this time? Other retailers such as Children's Place have put the enemy thoughts aside and figured out how realize the value of Amazon for extending their channel offering and growing sales. As marketplaces grow and legacy brick and mortar retailers struggle, brands will seek to leverage Amazon's devout customer base and breadth of ways to sell. Sears is an example with Amazon and Abercrombie is now example with Alibaba's Tmall. It will just take more time for other brands to come around.
Kudos to Sears for seeing the potential of the Alexa line.
Image by: Steve Lovelace