By Eugene Sadler-Smith
In a speech to the Economic Club of Washington in 2018, Jeff Bezos described how Amazon made sense of the challenge of if and how to design and implement a loyalty scheme for its customers. This was a highly consequential decision for the business; for some time, Amazon had been searching for an answer to the question: “what would loyalty program for Amazon look like?”
A junior software engineer came up with the idea of fast, free shipping. But a big problem was that shipping is expensive. Also, customers like free shipping, so much so that the big eaters at Amazon’s “buffet” would take advantage by free shipping low-cost items which would not be good for Amazon’s bottom-line. When the Amazon finance team modelled the idea of fast, free shipping the results “didn’t look pretty.” In fact, they were nothing short of “horrifying.”