It’s a bit odd that Amazon is in massive experimentation mode with logistics, trying everything it can think of (drones, robots, Alexa door locks, shops, delivery to your car boot...) but doesn’t seem to be in the online buying experience.
Is it really that odd though? Look at it thru lens of cost cutting There's no cost cutting to be done in UX except for making the site infra itself more efficient, which is literally why AWS was invented Amazon's innovations = cost cutting and efficiency
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Another way of phrasing this point is to say that Amazon's innovation in the UX is the low price
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