This is great and everything, I'll never criticize anyone giving to charity for PR gains. I'm wondering how something like Amazon Smile affects customer behavi

This is great and everything, I'll never criticize anyone giving to charity for PR gains. I'm wondering how something like Amazon Smile affects customer behavior. Amazon makes you really think about using Amazon Smile (doesn't just donate a portion of all sales to charity, no way to automatically make all direct amazon.com purchases automatically do this). You need to remember or use some tool to make everything through smile.amazon.com. Is consumer spending affected by this? How much better do users feel about themselves after purchasing on smile.amazon.com vs amazon.com? Are they less likely to return an item? Leave a more positive review? Obviously any money going to charity is great in the first place, and using smile.amazon.com to give that 0.5% is worth it. Just curious.