Amazon auctions ended at being a spectacular failure. Six months after launch, management realized the product was going nowhere. And in september of 19 99, they scrambled to release a new offering called amazon z shops. Yet again, the strategy didn't work. Neither amazon auctions nor amazonz shops are running today. They were shut down after lunch. But it's all about testing quickly and learning quickly. The faster you test a strategy in the real world, the faster you can get feedback which allows you to adjust course and keep heading towards your ultimate vision.