Amazon Prime. Are you a member? We are. And frankly, it (and the Amazon app) has changed our life. For an annual fee, Prime gives you free 2-day shipping on a number of items (and a bunch of other perks we rarely use).
Real Scenario: Our toddler runs into the kitchen, narrowly missing the corner of the counter.
Internal dialogue: “Crap, I need to get some counter bumpers.”
Open Amazon app.
Search Prime eligible ‘counter bumpers’.
Scroll options, searching for suitable size and highest ratings.
“Oooh, 4.9/5 stars. Sounds like a go.” Click ‘Buy Now.’
Boom – two days… or even a day or hours later… (and for the fair people of Cambridge, England, within a drone-assisted 30 minutes)…
…Voila! Bumpers at my door. Seamlessly. And virtually FREE!
Well, they’re not really free… But shipping was! (less that annual fee but who even thinks about that anyways.) And… after all, I don’t think I could’ve gotten a better price elsewhere. It’s Amazon. They have *everything* and they have the best prices! (I think? I see higher, x-ed out prices on their site next to the lower one I’m paying so that must mean something… right? 😉
Ok – so Amazon may or may not be a good deal for everything – neither may Prime-only items. But it doesn’t matter. It feels free.
They have mastered simplicity and convenience to the point that I DON’T CARE. And that pesky little mental barrier of shipping fees for small purchases – virtually eliminated.
I just use the app, but between that, Amazon Dash auto-replenishment buttons, and voice-activated commands via Alexa, Amazon provides the ultimate in convenience by helping us act on our urge to buy immediately, while helping them close a sale as soon as a need arises. The risk of losing the sale to another retailer along the path to purchase is minimized – especially for the low-lying fruit of repurchased, or hard-to-find items.
This ‘path’ isn’t something we think about consciously, but we go through it in some form or fashion.
1. Awareness (of a need): (Self-explanatory, I hope)
2. Consideration: You explore your options – online search, browsing in-store, get a recommendation from a friend…
3. Purchase: You’ve made your decision. You’re ready to commit.
4. Use: (Take a wild guess 😉
5. Repurchase: You like it. You buy it again. You ideally tell a friend (or two or ten) about it.
Generally, I am already at step 5 once I open my Amazon app – mostly for specific household and personal care items that we churn through regularly. The product I’m buying has already done the heavy lifting of convincing me to buy and like it; Amazon provides all of the tools (apps, devices, 1-click ordering) to make themselves an appealing and easy option for purchasing.
For other Amazon purchases, I’m starting at step 1, and have already limited my search to Amazon, because there’s some urgency, I’m about 99% confident they’ll have what I need, I won’t incur a shipping expense, and I already have an account.
At the end of the day, frankly, Amazon’s convenience prevents me from feeling like an inept mother for longer than necessary. With a couple of clicks I’m able to find a solution to make sure my counters are no longer open to potentially concussive run-ins with a busy toddler.
Talk about peeling away the layers of the onion… Yes, I admit it. At times, Amazon helps me feel like a better mother. That, dear friends, is invaluable.
Amazon has managed to bring Big Brother into our homes to declutter our minds and make our lives easier… to the point where parting with money is trumped by the ease of mind and convenience it provides.
It’s almost kind of scary.
But I, and many people I know and have met, are actually really ok with it. Don’t ask me how many of my holiday purchases involved the ‘Buy Now’ button.
Depending on your lifestyle, I’m sure you could substitute Uber, your on-demand beauty or takeout app of choice, or any other number of innovations for my sentiments about Amazon.
What retail or service experiences do you find indispensable?