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The story of the controversial 1 click checkout and how it gave Amazon a billion dollar advantage.
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In 1998, eCommerce was still fringe.
Consumers weren't convinced and there was a lot of friction when buying online.
Jeff Bezos knew in order to succeed, Amazon had to change this.
Consumers weren't convinced and there was a lot of friction when buying online.
Jeff Bezos knew in order to succeed, Amazon had to change this.
Checking out was horrendous.
Each question had its own screen
- Name
- Last name
- Street address
- Zip code
- State
- etc...
The checkout took several minutes and Amazon noticed people were not completing their purchases.
Each question had its own screen
- Name
- Last name
- Street address
- Zip code
- State
- etc...
The checkout took several minutes and Amazon noticed people were not completing their purchases.
So Jeff set out on the goal - make ordering easy.
Amazon spent month after month on this problem.
They tried to make it easier to enter information.
They designed more intuitive layouts
But it wasn't working...
Amazon spent month after month on this problem.
They tried to make it easier to enter information.
They designed more intuitive layouts
But it wasn't working...
The team had a eureka moment.
If you save customers information, you can check them out in one click.
In 1999, Amazon filed the 1 click checkout patent.
If you save customers information, you can check them out in one click.
In 1999, Amazon filed the 1 click checkout patent.
Amazon's biggest competitor at the time copied their button.
That company was Barnes & Nobel.
Barnes & Nobel launched the "Express Lane".
Amazon fired back.
During the highest-volume season of the year, Barnes & Nobel was forced to take their site down.
The momentum shifted.
That company was Barnes & Nobel.
Barnes & Nobel launched the "Express Lane".
Amazon fired back.
During the highest-volume season of the year, Barnes & Nobel was forced to take their site down.
The momentum shifted.
Apple saw the genius in Amazon's solution.
Remember when we used to buy a song for $.99?
That's because in 2000 Apple leased the 1 click button for the Apple iTunes store for $1,000,000.
Remember when we used to buy a song for $.99?
That's because in 2000 Apple leased the 1 click button for the Apple iTunes store for $1,000,000.
Many people question whether Amazon should have had a patent.
The Free Software Foundation held a boycott on Amazon for years.
In order to have a patent, your innovation has to be non-obvious.
At the time, the 1 click checkout wasn't obvious...
Or was it?
The Free Software Foundation held a boycott on Amazon for years.
In order to have a patent, your innovation has to be non-obvious.
At the time, the 1 click checkout wasn't obvious...
Or was it?
Either way, in 2017 the patent expired.
Now, anyone can use it - and everyone does.
What's fascinates me about the legacy is this:
Now, anyone can use it - and everyone does.
What's fascinates me about the legacy is this:
What seems obvious now was not obvious then.
If you want to disrupt a market, look at industries with a lot of friction and figure out how to make them "1 click"...
- Travel
- Insurnace
- Financial
- You name it
Create "1 click" solutions that will seem obvious later.
If you want to disrupt a market, look at industries with a lot of friction and figure out how to make them "1 click"...
- Travel
- Insurnace
- Financial
- You name it
Create "1 click" solutions that will seem obvious later.
While the 1 click checkout was amazing, you can follow me in just 2 clicks.
Just click @Adam_Ha_Yes and then follow
I tweet every week about product and growth for startups.
Thanks for reading my friend!
Just click @Adam_Ha_Yes and then follow
I tweet every week about product and growth for startups.
Thanks for reading my friend!
