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Jul 16, 2005

A Prime Example of Poor User Interface Flow

If you are a member of Amazon Prime, you can get free 2-day shipping on everything your order from amazon.com. That is, provided you click the correct button when you place your order. Prime members see buttons like this on amazon.com ordering pages:

amazon.com

If you click the "Two Day 1-Click FREE" button on the top of the page, you get free 2-day shipping. But if you click the "Buy now with 1-Click" button in the "Ready to Buy?" column, your items might get shipped via standard slow-boat shipping (as happened to me this week). What gives?

A note buried in the Amazon Prime FAQ explains, "If you use the standard 1-Click button on the right-hand side of product detail pages, please verify the default shipping method for the shipping address. You will need to change it from Standard Shipping to Free Two-Day Shipping to take full advantage of your Amazon Prime benefits."

Why doesn't Amazon change this setting for Prime members automatically? Why would a Prime member ever want standard shipping?

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