ICYMI: Offering fast and free delivery for individual CPG items could help Amazon improve its sales and customer loyalty:
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Prime subscribers can now purchase a variety of low-price items like a $1.69 deodorant stick or a $1.
Previously, if a consumer wanted to get a stick of deodorant from Amazon and receive Prime's shipping perks, they might have had to buy a pack of four to meet Amazon's requirements. This likely pushed some consumers to purchase a single deodorant stick in a nearby store so they wouldn't have to wait for slower delivery, pay for shipping, or buy more of an item than they wanted to.
Amazon has previously gone to brands whose products it sold at a loss and requested "hundreds of thousands of dollars" to make up for it, and when brands didn't cooperate, Amazon temporarily stopped selling their products, Andrea Leigh, who worked for Amazon for over nine years, according to LinkedIn, and is now VP of strategy and insights at e-commerce services firm Ideoclick, told Recode.
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