Cards are a difficult thing to sell online. The average basket value is likely to be very low and customer expect low delivery costs and fast delivery, not only because that’s what most customer expect from online retailers but also because people only buy cards when they need them. Very few people buy cards in plenty of time, more people and more likely to think about buying cards just a few days before they need it. All of these things make selling cards online a challenge.

Hallmark UK website

Back in 2014, if you visited the Hallmark UK website you could buy all kinds of cards and gifts.
Hallmark Website 2015

 

Since 2015, and if you visit today in 2017, the Shop page is just a big link to Amazon.

Hallmark UK Website

 

The website banner links to a Greetings Card Shop page on Amazon.co.uk.

Hallmark Amazon

The page on Amazon is called ‘Greeting Card Shop’, so Hallmark doesn’t even link to it’s brand page on Amazon, which suggests that perhaps they have found it more profitable to supply Amazon with greetings cards rather than sell them themselves.

If a retailer like Hallmark finds supplying Amazon more profitable than running their own ecommerce site, then it lends more weight to the opinion that Amazon is taking over ecommerce.