The competition in the online book retailing world has increased a bit more with the launch of, a new Internet retailing mall whose president said he intends to "leapfrog Jeff Bezos."

The company, an online computer retailer formerly called, is now called and will sell books under the name Scott Blum, president of, said, "It's pretty clear that is our major competitor" and emphasized that "the bottom line is better pricing." The company also sells other products in its online stores, BuyMusic, BuySoftware and BuyGames.

Buycomp had revenues of $86 million last year; it acquired SpeedServe, another Internet shopping mall, with its BookServe unit, and merged that firm into its operations.