In its second-largest acquisition, Amazon buys the company for $970 million.
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Natural search has a natural attraction because of its lower cost for smaller web retailers such as SophiasStyle.com, on online children’s apparel retailer. The company gets about 70% of its traffic from natural search, says Belinda North, president. “Natural search helps us level the playing field against the big companies like Gap and Gymboree. People are typing in longer and longer search terms and that’s an opportunity for us to get some traffic. We sell really specific, boutique items.”