It's an Obsession that Directs the eCommerce Leader's Every Move
Amazon's genius is usually attributed to one, Jeff Bezos, and his strategic genius with his multi-billion dollar company can be attributed to one frequently underestimated principle.
It's a principle that has made Amazon a household name.
A principle that allowed the company to account for 53% of all the growth in U.S. eCommerce last year.
A principle that has pushed the eCommerce giant to the fifth position in the list of the world's most valuable publicly traded companies.
A principle articulated in a report by Slice Intelligence in the following words,
“Amazon maintains an obsessive focus on removing every pain point from the buying process.”
In a few words, the principle is simply this: Take out the friction wherever possible.
Here's How Amazon's Been Taking Out the Friction
To start with, Amazon single-handedly invented and patented one-click buying. But after that, could they make buying your favorite products easier still?
The answer is, they could – and they did – in the form of dash buttons.
They’re lozenge-shaped plastic devices about three inches long with adhesive backing. On the front is the name of a product—say, Tide laundry detergent—and a button. Assuming you’re an Amazon Prime member, you set up a default order quantity and a payment method. Then you stick the dash button to your laundry room’s wall (or wherever you want). When you run low on detergent, you just hit the button. Bam—two days later a box of Tide is on your doorstep.
Dash buttons were ridiculed when introduced; imagine, a device that does one thing and one thing only. But Amazon now offers hundreds of them for an endless array of products—dog food, soap, crackers, batteries, computer paper. Apparently someone over there got to thinking, “You know that one-click ordering? It’s just too hard.” Read More…
Another way Amazon's been taking out the friction, according to the Slice Report? Faster shipping.
While other retailers have reduced their average shipping time over the past two years, Amazon has remained faster by two to three days.
It looks like the eCommerce giant is willing to do anything to maintain that advantage. We know (among other things) it's planning drone delivery, and it's slowly putting together its own delivery network with cargo planes and trucks.