BN.com

Barnes and Noble Booksellers

• Went online March 1997 with storefront on AOL
• Tried to buy the largest book wholesaler - Ingram - but Federal Trade Commission opposed the deal because it might reduce competition
• Offered deep discounts - up to 30% - Amazon.com responded with 40% discounts on selected titles
• Reportedly burned through $100 million trying unsuccessfully to compete with Amazon.com