Congratulations, you fucked up. A lot. What is Amazon built on? How does it work? Oh, you think it's built on web services running on cloud architecture. On fu

Congratulations, you fucked up. A lot. What is Amazon built on? How does it work? Oh, you think it's built on web services running on cloud architecture. On fulfillment centers, supply chains, and all of that jazz. But that's only half of the equation, the other half is customer loyalty. Customers are loyal because Amazon is, in turn, loyal to them. Returns are mostly painless. Most problems are handled quickly with the customer feeling satisfied they've been taken care of. And Amazon has the best selection of stuff at the best prices and the smoothest transition from exchanging money for a product to having that product in your hands a short time later. That customer-company bond is what keeps Amazon humming. And Amazon works hard, damned hard, to maintain it. They continually refine the fulfillment, ordering, and delivery process to make it easier, more reliable, friendlier, and faster. That's a multi-billion dollar investment, and it keeps people using amazon even though there are tons of other ways to buy the same stuff. And yet here you have part of Amazon making the spectacularly poor choice to abuse and tear down that relationship for the tiniest and most dubious of returns. It would be so easy for Amazon to turn into a typical customer-hating corporation, there are so many opportunities for it. But any advantage that seems to buy in the short-term is going to be pissed away by a diminished view of Amazon in the eyes of customers. I've been an Amazon customer since 1996, and I'm seriously considering cancelling my prime account because of this bullshit.