As Jeff Bezos and his team have tirelessly developed Amazon and its offering, one guiding principle has tended to rise above others: remove friction from the customer experience. No frills — but even less friction. That being said, if you asked an Amazon customer what’s the one thing that’s left wanting? The answer invariably will come back: shipping. And not because free shipping for orders over $35 isn’t a great deal. Or because Amazon Prime isn’t an....

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