I have to admit that in the late 1990s, a few years before the Prime discussions started, we had a few scenes that looked a bit like that as we grappled with our growth concerns. We tried a number of initiatives, including promotions (buy five books, get one free!) and online nudges for customers to buy across categories. Eventually we realized that such actions wouldn’t work, because they took precious resources away from improving the long-term customer experience.
