[Liron]

I read somewhere that when Bezos told his team to build one click, they came back to him with a 4-click flow. So he told them no, I want one click, and they came back with two clicks (gotta have a confirmation in case that first click was accidental, right?)

So maybe it really was a nontrivial invention for its time.

[Retric]

The nontrivial bit is it starts a timer which allows users to cancel after a click. This works because delivery is far from instant and is fairly insightful, IMO.

[thaumasiotes]

> This works because delivery is far from instant

Not quite. They apply the same approach even when delivery is instant; you can order a kindle book, download it, and cancel the order.