Amazon's one-click buy button blew my mind the first time I used it. I've always been impressed as a marketer with one-click upsells, but a one-click buy button...View More
makes it so easy to purchase, it's almost scary. To me, this represents the future of buying in the sense that it will only get easier & easier to make a purchase anywhere you go. Common sense would say the easier it is to buy, the easier it is for a sale to happen, but it's also important to remember that Amazon has a tremendous reputation & everyone using the one-click option are existing customers who have their information stored. It's easier to buy because they've already built trust & gotten information from their customers. You can't miss that step. What I particularly loved about this buying proposition was the idea that if I didn't take the easy buying option, I also had the opportunity to get it for free(with a membership trial). The fact that they are able to entice you with a free item you want to sign-up for a trial is well-worth noting. It's an enticing front-end offer that will result in continuity for them.
