But they're not maximizing repeat customers, they're maximizing repeat customers multiplied by product fees. (roughly)
They would prefer 100M customers paying $4 a product over 250M customers paying $1 a product.
They keep driving up product fees more and more, reducing how happy the buying experience is.
After spending close to 6 months and countless phone calls trying to get a refund processed the bad experience is outweighing the good for me.
The entire experience on the unhappy path is so obnoxiously dreadful i don’t purchase anything on Amazon over an amount I’d be fine just losing. Even though 99% of my orders have been absolutely fine.
That doesn’t sound like being customer focused or obsessed at all.
Not to mention that finding previous orders via email is much, much faster than going through their website.