[ceejayoz]

> I've been part of A/B testing on most aspects of domain security and it's arguably one of the best ROIs out there for e-commerce sites.

That's a bit hard to reconcile with the fact that Amazon.com can't be bothered to get one.

[msbarnett]

Amazon as a brand already has the trust of visitors to the site, through sheer pervasiveness in our culture.

Non-household name eCommerce sites benefit significantly from quality signals like the EV bar, however.

[rcthompson]

Most outliers are hard to reconcile with the mean.

[the8472]

amazon has brand recognition, they don't need to assuage people's semi-conscious perception of site trustworthyness.