Customers Don’t Care About Price
Amazon Has Proven That Convenience Wins
Marketers love to think customers are price-sensitive. That people spend hours comparison shopping, looking for the absolute best deal.
They’re not.
Sure, price matters—but it’s rarely the deciding factor. If it were, Amazon wouldn’t dominate retail while charging more than its competitors for the same products.
People pay for convenience, speed, and ease. And if your marketing strategy is built around being “the cheapest,” you’re playing the wrong game.
1. Convenience Beats Cost Every Time
Amazon built a trillion-dollar empire by proving one thing: people will pay more to get what they want faster, easier, and with less hassle.
Prime members don’t check prices—they just click “Buy Now.”
Free returns eliminate friction, so people don’t hesitate to purchase.
One-click checkout removes effort, and effort is what kills conversions.
Customers aren’t making rational, price-driven decisions—they’re making fast, frictionless ones.
2. Time is More Valuable Than Money
You know what people hate more than overpaying? Wasting time.
A $5 price difference won’t stop someone from choosing the easier option.
A slow website, confusing checkout, or hard-to-find support? That’s what kills sales.
People don’t buy from the cheapest option—they buy from the least frustrating one.
3. Brands Win on Experience, Not Discounts
If price was everything, luxury brands wouldn’t exist. Apple wouldn’t be able to charge $1,200 for a phone. Starbucks wouldn’t sell $6 coffee.
What do these companies actually sell? A frictionless, premium experience.
Apple: Simple, seamless, and beautifully designed products.
Starbucks: Convenience, consistency, and a status symbol in a cup.
Amazon: Fast, easy, no-brainer shopping.
If you’re competing on price, you’re racing to the bottom. Win on experience instead.
Final Thought: Remove Friction, and People Will Pay More
Your customers don’t want cheap—they want easy. If you want to grow, stop worrying about being the lowest-cost option and start removing every possible barrier between your customers and a purchase.
Amazon figured this out years ago. The sooner you do, the better.
