5 Ways Amazon Doesn’t Play Fair

It always starts innocently. I’m minding my own business on Facebook when “it” appears on the sidebar. Like a mirage in the desert, this object shimmers on the edges, enticing and beckoning. That shirt I pined for last month, but could never find, is there in the perfect fit and color. I don’t need it, I tell myself. Still, my hand hovers, and once again, I’m pulled into the Amazon vortex.

Like any evil genius, Amazon knows and preys on my biggest weakness – laziness. They do this in five diabolical ways…

First, those two magic words – “Buy Now.” It couldn’t be simpler. And yet this one command holds all the power. “Buy” means action and instant gratification. “Now” means don’t wait for the snow to be plowed in your frigid New England town. Just press this magic button and all problems are solved. No schlepping, no warming up the car. Just click.

The Ad Stalking (but darn, it works) – I ended up buying that shirt on the sidebar. I got mad at my own weakness, playing into the psychology that made Jeff Bezos one of the richest men on the planet. I used to tell myself I wouldn’t fall for this obvious ploy. But there’s something about having the stuff waved in front of you again… and again… and again that wears down even the most reluctant buyer.

The quickness – Even worse (or better), I barely have to wait. Many times, the package lands on my doorstep the next day. How do they do it, I’ve often wondered? How do they have almost every item in their inventory (which must number in the billions) ready to go and ship within hours? It’s mind-boggling. The Amazon drivers are at our house so much during the holidays that I put out a snack basket on the front porch (with goodies and water), the least I can do for people who work so hard.

The evil Home Page — Sometimes I scroll down this particular corner of Amazon, a chock-a-block bazaar full of innocent “suggestions” that always seem mysteriously designed just for me. Like a helpful concierge, Amazon points out this new organic chocolate that just came in. Have I watched the latest comedy on Amazon Entertainment? Wouldn’t these soft, cozy pajamas go well with it all? Somewhere P.T. Barnum is smiling.

Go ahead – change your mind! – Even returning is a snap. You get on your online account. They give you a return bar code for your phone. You bring the item, show the person at the shipping store the code, and voila. Package is gone. Refunds happen instantly. Remember, there are no bad choices in Amazon Land!

I used to consider myself an uninspired purchaser. Malls and stores held no appeal, even before Covid-19. And yet, Jeff Bezos has turned even this most hardened consumer into something no other retailer ever did – not only a shopper but a browser.

God help me. They know what I want before I do. Amazon doesn’t play fair.

 

How do you feel about Amazon? Comments are always welcome and if you like this, please share.

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