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.
My favorite way to make sense of what's great on Amazon is by getting recommendations from friends. As a result, I decided to ask my colleagues at Business Insider about the best things they bought on Amazon from under $25 — in the hopes of finding some new things to try without wasting time or money discovering them. Hopefully, they're as helpful to you as they were to me.
Preview photos show an eclectic range, from the talking Chewbacca mask (made famous by “Chewbacca mom”), a toy cash register, the keto diet book Ketotarian, Philips Hue bulbs and other smart home appliances (that work with Amazon Alexa, naturally). And, of course, Kindles, Echos, and other Amazon goods—which the firm notes have average reviews far above 4.0.
Deborah Weinswig, CEO and Founder of Coresight Research, weighs in, noting, “Consumers with Prime memberships are meaningfully more likely to buy nontraditional categories on Amazon. Prime members are naturally a self-selecting group of Amazon shoppers, because only regular customers would opt for a membership. But we think that once consumers become members, they see the value of buying types of products on the site that they may not traditionally associate with Amazon, such as groceries and clothing. That’s why Prime memberships are so important.”
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.