1. Amazon Prime and Data Unification
The first challenge for any omnichannel strategy is how to connect customer data across channels and devices. Typically, customer data such as behavior, previous purchases, demographics, product/category affinities, and more are siloed in each channel.
Amazon Prime, simply put, is the single best incentive to create an account, and log in no matter which channel or device you are on.
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How Amazon Prime Creates a Single Customer View, the cornerstone of their omnichannel strategy
Amazon is a master at bundling.
At the center of the Amazon ecosystem (at least on the B2C side) lies Amazon Prime.
On the surface, Amazon Prime is an analogue to membership discount stores like Costco or Sam's Club. Invest in the membership and you get benefits.
The primary reason to invest in Amazon Prime is the promise of free (and increasingly fast) shipping.
Prime is pure convenience. It eliminates the biggest reason for cart abandonment (shipping costs), and creates a lock-in effect. To Prime members, Amazon is the first, and often only, destination when shopping.
Today, there are 95 million Amazon Prime members. This is despite the continued price increases, first to $99/year in in 2014 and now up to $119/year in 2018.