> And all for slightly faster shopping.
Wanted to comment on this part -- Prime itself was nothing more than faster shipping, though yes the difference between 4-6 weeks standard vs 2-days was massive (not just slightly faster). But the point is, Amazon excels at identifying friction points that others have just accepted as industry norms, but which, if unblocked, could actually meaningfully shift consumer behaviors.
Go might be a failed experiment, but "slightly faster shopping" is probably an unfair trivialization of what the experiment hypothesis was really about. A core thesis of Amazon in general is basically, to fanatically remove any unnecessary extra steps/friction/bureaucracy/etc., between a consumer and their act of purchasing.
For another example, think back to why Amazon cared so much about the 1-click patent -- legal validity aside, the idea that you can have 1-click checkout, was pretty revolutionarily customer-obsessed, compared to the average online shopping experience of the early 2000s.
And in fact, the natural progression from 1-click, is of course going down to "0 clicks", which is what things like, subscribe-and-save, memberships/subscriptions, or Alexa/Echo styling clothes for you, are meant to do -- they are meant to shift the consumer's mental model of shopping away from emphasizing the build-up from browsing into the climax moment of then clicking to purchase, to instead make the actual purchase decision more of a hidden-in-the-background/automatic thing, instead of a foreground conscious choice.