[mmt]

> One of the main benefits being reported here is the instant purchase, however with Amazon Prime Now (1-2 hour delivery of some items in metropolitan areas)

I remember Amazon came out with this, but I initially dismissed it, thinking that the selection of items was too limited and never looked again.

I do, still, believe that limited selection is an issue, but what's a far greater issue is that I'm generally not even aware of what that is, due to lack of integration with their main shopping experience. Having to go to primenow.amazon.com and not seeing a "Prime Now" option prominently displayed for an item on their main shopping site means the option probably doesn't even occur to most people (as it doesn't to me).

Nowadays, there's also the controversy surrounding how Amazon "Flex" workers are treated and paid, which can have a more direct effect on the Prime Now experience.