They definitely optimize for impulse purchases, which is the whole point of one click checkout and "free" prime delivery. If you think about the process of pur

They definitely optimize for impulse purchases, which is the whole point of one click checkout and "free" prime delivery. If you think about the process of purchasing as a series of decisions, each decision that one has to take is a chance to think "Do I really need this?" and bail out of the check out funnel. Say that delivery wasn't free, you could add add a $5 widget to your cart, then as part of checking out one has to think "is this $5 widget really worth $9 because of $4 shipping costs?" Instead, it's possible to have this one decision shopping experience where the sole decision is "do I want this $5 widget" and if yes, click the button with no further input required.