I was shocked, after signing up for Prime's trial, how it instantly affected my buying. Nowadays, I rarely do items that don't have the Prime logo next to them. My friends are the same way. There is a big psychological component to it that sometimes overrides price outright. I can't explain it well. It is like in addition to knowing shipping will be free and quick, the Prime logo comforts a little bit. Like you trust the order more than if it is sold by FlyByNight LLC, regardless of whether or not it really is that company in the end.