In its second-largest acquisition, Amazon buys the company for $970 million.
Wag.com uses site navigation based on pet owners' loyalties.
Pet owners are as loyal as their pets, and that knowledge guides site navigation at Wag.com, the pet supplies site of Amazon.com Inc. subsidiary Quidsi. Owners can browse by animal type—not only cats and dogs, but reptiles, fish and other creatures—to find needed products in one section, each with its own color scheme that serves as an anchor. That can fit the passions of, say, the dog owner who doesn’t want to leave the canine world, says David Zhang, Wag.com’s site leader. The site also features a boutique with pet-pampering products—for instance, a tiny coat for small dogs—along with a list of essentials specific to each pet—think flea and tick medication for dogs. Of course, Wag.com has the benefit of learning from sister site Diapers.com. “Pets are just a different type of baby,” Zhang says.