Apple 2.0

Covering the business that Steve Jobs built

AMEX vs. Amazon; Macs vs. netbooks

June 2, 2009: 12:32 PM ET

amex amazonHere's a tale of two demographics.

If you list the five bestsellers in Amazon's "Computers and PC Hardware" category today, you get five netbooks -- three ASUS Eees and two ACER Aspire Ones. That's been the story pretty much all year.

If you list the five most popular items in "Computers and Software" on American Express's shopAmex site, you get four Apple (AAPL) products -- three MacBooks, one Apple TV and one Sony (SNE) Blu-Ray player.

The first non Apple computer on the AMEX site is No. 17, a Dell (DELL) Inspiron. The first Apple on the Amazon list is No. 14, a white MacBook.

Why the difference? The Amazon site is open to everyone and tends to attract bargain hunters. The AMEX site is open only to card members, and although it advertises 30% discounts, it's attracting a different sort of clientele -- one that doesn't seem to be put off by Apple's premium pricing.

Here are those lists:

Two demographics

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Philip Elmer-Dewitt
Philip Elmer-DeWitt
Editor, Apple 2.0, Fortune

Philip Elmer-DeWitt has been following Apple since 1982, first for Time Magazine, and now on the Web for

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