Denny’s Daily Zinger: Amazon Punished for What It Does Best - Make It Easy to OrderJuly 25, 2014 By Denny Hatch
And why not? Jeff Bezos—Amazon's peripatetic founder—has aced the retail business.
Amazon's vast inventory selection; ease of ordering; low, low prices; quick delivery; and customer service are marvelous. Consumers and businesses save money, save time and save the world by not having to gas up the car and physically go shopping.
On July 10, 2014, print and online news media ran this AP story:
FTC Sues Amazon Over Kids' App Charges
The reason: Amazon was making it too easy for children to order apps. Parents are whining over big hits to their credit cards.
Type in "Free apps for children" and Amazon lists 17,514 results.
Back in the 1960s, I served my apprenticeship at Grolier Enterprises.
The mentoring was terrific. I am convinced in two years I got my master's degree in direct marketing.
From that experience, among the rules hard-wired in my brain:
"Make it easy to order." —Elsworth Howell
So when the Federal Trade Commission sues Amazon for making a product too easy to order, it is wildly overstepping its bounds.
I don't have children. Never have.
But if I had kids in this era of WWW (Wild West Web), I would damn well control my kids rather whining to the FTC.
I am sick unto death of wussy, whiny, weary parents who have gone into the sex-change business.
Uncle Sam has become Aunt Nanny.
Takeaway to Consider
Always make it easy to order!