My specific example (from the article) seems to counter some of what you suggest, though. E.g. - - Of the 37 sizes, only three are available for subscription.

My specific example (from the article) seems to counter some of what you suggest, though. E.g. - - Of the 37 sizes, only three are available for subscription. - Even the 5% subscription discount is not the best deal. - The lower $/unit on larger quantities does not consistently hold true. I was unaware of the additional 5% back on the Amazon Prime card, but I'm not sure that should really factor in here. My AmEx, for example, gives 6% cash back at grocery stores and I'm sure other cards have comparable offers. Also, Amazon Prime, like my AmEx card, has a yearly fee that will eat away at some of those additional savings. If we accept that the amount of choice Amazon.com provides is a good thing (and I think it is), does the subscription model not defeat that advantage? I think it does, at least to some degree. Since the 15% discount subscription price is the best deal (on Amazon.com), why even have the other 36 "sizes"? What you suggest as the "easiest way to avoid pain" is precisely what I fear - that Amazon.com may eventually become "shopping".