Despite the amount of money I spend with them on things I don’t really need, I like Amazon.
Whenever I go on there to buy one thing, I end up with a bunch more simply because they have a knack of presenting me with ‘things I might also like to consider’ that I consider and then decide I want to buy.
That said, I don’t know if I would call Amazon a great brand.
They have a great product and offer great service, but my relationship with them is purely transactional.
They certainly don’t inspire any disproportional emotional response to them … and they’re probably perfectly fine with that.
Anyway, that’s by the by.
The reason for this post is that I recently was on their site [buying another daft book best suited to 5 year olds] when I saw this:
… if you can’t see what I’m talking about, how about this:
Now don’t get me wrong, I appreciate the importance of saving and the benefit of being able to profit from things you are never going to need/use again … but to offer me a gift card worth 34 cents – though they acknowledge this ‘offer’ may end up being lower than that amount – is a bit tragic, especially when it’s for a book I don’t even own.
I’d sort-of understand it if they had used books I had already bought from them.
I’d sort of understand it if their headline was, The book you want to buy could be free if you trade in these 3 books you bought from us 3 years ago.
But to randomly offer me a shit price for a book I don’t own doesn’t make me think Amazon ‘cares about me’, more like Amazon doesn’t understand who I am and just wants to get as much moolah out of me as possible.
Mind you, it it is the latter, they are doing an amazing job of it so far.
26 Comments so far
Leave a comment