It didn't take long for Amazon.com
"As a valued Amazon.com customer who lives in the Southeast, you know severe weather preparations should be taken seriously," reads the Internet mailing. "Amazon.com can help you build a comprehensive emergency kit to prepare for and recover from emergencies with products in our Emergency Preparedness Store."
Offering everything from power generators to hand cranked radios, from flashlights to debris removal tools, Amazon is making the most of its dot-com stronghold, its hardware storefront, and a country scurrying to get ready after an early jolt in the hurricane season.
Related headlines over the past week were mostly about traditional chains ringing up the nervous public. Wal-Mart
That may change. Thanks to Amazon's Prime program, premium members can get free two-day shipping or pay for overnight service. With hurricanes often giving targeted residents days to get ready, Amazon is no doubt looking to position itself as an alternative to the bricks-and-mortar madness.
It may work. It got me to click through and stroll Amazon's virtual aisles -- and I'm a huge fan of Amazon, but I'm also the type to usually delete the company's promotional emails.
The irony isn't lost on me. A decade ago, Amazon was little more than a gutsy online bookstore. I wouldn't dream of stepping into a Barnes & Noble
You've come a long way, Amazon. And if your Emergency Preparedness Store is any indication, it seems you're geared up to weather the storm as well.
Longtime Fool contributor Rick Munarriz has been shopping online for about as long as Amazon.com has been in business. He does not own shares in any of the companies mentioned in this story. T he Fool has a disclosure policy. He is also part of the Rule Breakers newsletter research team, seeking out tomorrow's ultimate growth stocks a day early.