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Marc Lore: A Successful Flight Path For

It may not be the anti-Amazon of pre-launch hype, but e-commerce veteran Marc Lore has so far demonstrated’s airworthiness.

The e-tail upstart took off last summer with a unique online notion: to encourage larger orders by offering sliding-scale discounts when customers purchase multiple items or wave returns.

The merchandise itself is culled from warehouses and a pool of third-party sellers that includes Toys“R”Us, Barnes & Noble and Sports Authority, and the cost savings when processing multi-item baskets is passed along to shoppers.

Jet’s maiden flight encountered some turbulence in August, when Amazon made waves with a Prime Days summer promotion that averted attention and may have been personal. Founder Lore was an Amazon competitor-turned-employee who first battled Jeff Bezos for diaper supremacy, and then sold him his and parent Quidsi business amid a looming price war. It was at Quidsi that Lore developed the algorithms that minimize Jet’s shipping costs, and first employed the Kiva warehouse robots that Amazon has since embraced.

Mid-course Jet adjustments included jettisoning an initial $45 membership fee, while the company has been burning through as much as $25 million a month on marketing, including a mass $10 discount mailing, to fuel new-customer growth.

But Jet appears to be gaining altitude. Last month it raised $350 million in new funding, bringing its valuation up to $1 billion, and gross merchandise sales were on track to hit $37.4 million in November and $44.5 million in December, representing an annualized rate of about $500 million by year’s end.

For Lure and Jet, the sky’s apparently the limit.