However, once he runs out of facts a couple of chapters into the book, Underhill pads the rest of the book out with opinions, and this is where the problems begin. While he may be an excellent observer, Underhill is a poor business analyst. He doesn't understand the dynamics of many of the businesses he comments on. Many of his suggestions are embarassingly ignorant of the realities behind the businesses he discuss, or, worse, suggest--as if he invented the concepts-- that companies should do things that they have already been doing for years.
In April, Amazon said more than 100 million people around the world pay for its Prime subscription, which in May went up to $119 from $99 a year in the U.S. The NPR/Marist poll found that among Americans, roughly 75 million online shoppers pay for Prime — plus another 35 million use someone else's account. Put together, almost two-thirds of American online shoppers are living inside the Amazon retail universe.
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And of course all the bad examples are great fun to read (seniors crawling along floors trying to read labels on badly shelved medicine), as are the descriptions of how different groups shop (male vs female, old vs young, parents vs. single, etc.) The whole book is pretty much a commercial for Underhill's company, but it's still informative and fun reading.
Customers who are guests of another membership aren't eligible for the following benefits unless they are eligible through their Amazon Household: membership sharing, Kindle Owners' Lending Library, Prime Video, Prime Music, and shopping discounts provided by Amazon Family such as 20% off diapers and 15% Baby Registry Completion discount. Customers who are guests of another membership aren't eligible for Prime Photos.
In 2005, Amazon announced the creation of Amazon Prime, a membership offering free two-day shipping within the contiguous United States on all eligible purchases for a flat annual fee of $79 (equivalent to $99 in 2017), as well as discounted one-day shipping rates. Amazon launched the program in Germany, Japan, and the United Kingdom in 2007; in France (as "Amazon Premium") in 2008, in Italy in 2011, in Canada in 2013, and in India on July 26, 2016.