Since 2001, first-time customers who visited Borders.com expecting an experience unique to the bookseller were in for a bit of a surprise. Thanks to a deal inked between the two in the early part of the 21st century, the retailer’s online venture has simply been Amazon in Borders’ clothing, featuring Amazon’s inventory, site content, fulfillment and customer service capabilities. At the time, it seemed like an ideal solution; Borders’ online store was struggling to make eCommerce work for them in an era when online commerce wasn’t as pervasive as it is now, and Amazon was under pressure to finally turn its first profit. However, in the last few years, the relationship has gone south, as Borders’ profits have dipped and the inability to do exactly what they want with the site has become more pronounced. The site can’t, for example, give Borders Rewards members loyalty points for purchases, aggravating the retailer’s repeat customers who want to shop online.

The new site attempts to change all that. Although the site doesn’t officially launch until early 2008, it can already be viewed in the Beta stage, and though Borders will face a challenge luring customers away from Amazon’s established reliability and low prices, the results of a revamped Borders are already promising.

Along with an entire section of the site devoted to Borders Rewards and its perks, one of the most useful new features for book-lovers is the Magic Bookshelf, a flash-based tool that allows customers to customize it to reflect their favorite genres, interests, favorite authors, etc. Visitors can’t yet register to start the customization process, but if the tool works as promised, it will give book-loving customers a clean, fun way to discover their new favorite title. When coupled with author book lists and attractive, functional product pages, I’d say Borders’ new dot-com has a good chance at success in the crowded marketplace.

After exploring the new Borders site, do you think the bookseller is primed for success, or will they continue to struggle? We’d love to hear your opinion in the comments!