An estimated 170 million Americans are Amazon Prime subscribers. Well done, Bezos and company. A masterclass in branding and customer-first business strategy, no doubt.
But, you still don’t need Prime.
In an episode of The Daily from The New York Times, technology correspondent Karen Weise discusses the U.S. government’s recently filed landmark antitrust lawsuit against Amazon.
While the details of the suit are interesting and important, what fascinated me most about the episode was Ms. Weise’s attempt to extricate herself from Prime’s grip.
My wife and I both found the hardships she described dramatic and a bit silly.
Those of us privileged enough to have access to Prime have become so accustomed to being able to buy more stuff with supercharged convenience and speed that the trials and tribulations inherent in in separating ourselves from it can sound like a heroic journey.
It doesn’t have to be that way. We cancelled our Prime membership more than a year ago. The most common thought we’ve given to it sounds something like, “Wow, this ain’t so bad. I’m glad we did that.”
We still almost always get free 2-day shipping. Just wait until the items in the cart add up to more than $25 or whatever the policy happens to be. You don’t need that thing right now. And, if you do, go to a store and buy it. It’s also OK to pay for shipping.
The $25 strategy also forces you to give some thought to the things you put in your cart. Sometimes, when you come back a few days or weeks later, you realize you don’t actually want/need it, and you get to hit that tiny little delete button.
I’ve heard this kind of strategy for any purchase, especially larger or seemingly frivolous ones, described as the 72-hour rule. Give it a try.
You’ll also almost definitely spend less money while enjoying your life just the same. To boot, you’ll give a fair shake to other retailers that may pleasantly surprise you.
And, yes, we do shop at Whole Foods from time to time, although I’m grateful there isn’t one in our town (hey ALDI!) While psychologically devastating for someone like me, I’ve come to accept that it’s OK to pay “full price” once in a while.
Have you tried cancelling Prime? How’d it go? Did you end up going back?
Let us know in the comments.
