>Shipping fees. >People hate paying for shipping. They despise it. It may sound banal, even self-evident, but understanding that was, I'm convinced, so critical to much of how we unlocked growth at Amazon over the years. >People don't just hate paying for shipping, they hate it to literally an irrational degree. We know this because our first attempt to address this was to show, in the shopping cart and checkout proc…
The problem is that it's hard to make it really look that simple. If you order a number of items at once, the shipping costs can probably be amortized throughout them. It's difficult to make an incentive system that makes customers want to do that without shipping costs.