I think you're making a lot of assumptions about who their target demographic is. Maybe it's not the guy who has time to run to the store in the afternoon, but

I think you're making a lot of assumptions about who their target demographic is. Maybe it's not the guy who has time to run to the store in the afternoon, but the mom I know using Amazon Prime because taking two kids to the store is a huge time-consuming pain. My company also used AmPrime to order snacks rather than using our exclusively skilled staff to run errands. It might not be right for everyone, but for those who have lots of money and little time it's a great service.