Borders Group is jumping back into online retailing with a Web site designed to evoke the feeling of browsing at a neighborhood bookstore, down to the popular shelves of staff picks that are familiar to its customers nationwide.

But after seven years paired with Amazon.com, analysts say it will be a challenge for the new Borders.com to step out of the shadow of the Web retailing giant.

“It’s not the intent that we’re going to out-Amazon Amazon at what they do,” Borders Group Inc. President and CEO George Jones said earlier that year. “What we think is that we can still have a great, compelling offering.”

Tuesday’s launch of the site comes more than two months after Borders announced it may put itself up for sale. Just last week, Barnes & Noble Inc. confirmed it put together a team to study the feasibility of a deal. But Jones says pushing forward with Borders’ return to Web retailing is

key — regardless of whether a sale materializes.

The centerpiece of the site is “The Magic Shelf.” In addition to sections for new books, CDs and DVDs, it additionally includes staff picks and a “Picked For You” section of personalized recommendations.

“The desire was really to produce public who shop in bookstores comfortable with the site,” said Kevin Ertell, vice president of e-business for Borders.

Like Amazon.com and Barnes & Noble’s Web site, Borders will offer free shipping on some orders by $25. But Borders additionally offers free shipping to its stores, where shoppers will be able to pick up a box containing their order about two days after buying. Ertell says the company expects that option to be popular in urban areas, for example, where society might not want a package left outside their home.

Shoppers enrolled in the Borders Rewards loyalty program, which includes about 26 million…

Orginal post by Top Tech News