Even though Super Saver Shipping made sense for Amazon’s supply chain and was a popular feature, we realized that it could not be the driver of significant growth for the retail business. First, this was because many of our heaviest buyers needed the fastest possible delivery—they were not willing to wait three to five days for an item to ship. Second, some of our price-sensitive customers were not willing to up their order to $25 just to qualify for Super Saver Shipping. It didn’t make sense to them to spend more on goods just to pay less on shipping. As a result, they would do what 98
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