Amazon tricked my wife into signing up for Prime … and she’s piiiiiissed.

Amazon probably wouldn’t call it a “trick”. They’d say that they make the sign-up offer easier to see (and click) than the decline link. That’s not how my wife interpreted it.

Here’s the thing: I get the psychology. We have plenty of evidence in marketing and behavioral economics that opting-out is demonstrably more effective than opting-in (see research on 401k participation rates.) Amazon is using the same technique to nudge its buyers into signing up for its loyalty program. Undoubtedly, it has been successful to the tune of over 100 million Prime members as of this writing. Amazon clearly feels that it’s Prime program delivers superior benefits; the program is market-driven, consumer-friendly, and value-positive. But I wonder. How many of those 100 million were nudged into Prime perhaps not *against* their will, but certainly not explicitly *with* it either.

In the end, my wife is opting back out to make a point: consent matters.

#marketing #amazon

Photo credit: MarketingLand

A bit out of date today, but a nice article.

Jason T Voiovich

Add comment

Sign Up for Updates!

* indicates required



I will always take your personal preference into account before sending information about products, offers or services. Please check the box to give me your permission to keep in contact with you via email.


You can unsubscribe at any time by clicking the link in the footer of our emails. For information about our privacy practices, please visit our website.

We use Mailchimp as our marketing platform. By clicking below to subscribe, you acknowledge that your information will be transferred to Mailchimp for processing. Learn more about Mailchimp’s privacy practices here.