10 Diabolical Ways Amazon Gets You to Spend More Money — and How to Resist

Amazon is the largest online retailer in the world, and its success is no accident. The company excels at enticing customers to spend as much money as possible on its website or app, especially during events like its popular Prime Day.

This annual sale, exclusive to Prime members, offers incredible product deals from top brands and small businesses. Prime membership combines savings, convenience, and entertainment, giving members access to these deals.

Prime Day 2024 will take place on July 16 and 17, starting at 12:01 a.m. PDT on July 16 and running for 48 hours. This year’s event features deals on various products across popular categories, including fashion, electronics, toys, and home goods.

Prime members can prepare by joining Prime or starting a free trial, subscribing to deal alert notifications, and asking Alexa for deal notifications on products added to their Wish List, Cart, or Save for Later.

The mechanics and psychology behind how Amazon lures shoppers into spending are fascinating — and scary.

Here are some ways Amazon traps you into spending and tips for avoiding these snares. Don't forget to use these smart Amazon shopping hacks to make the most of your Prime Day experience.

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1. Getting you excited for Prime Day

Prime Day is a shopping “holiday” that Amazon created to drive sales. The plan has worked beautifully. The event has grown every year since Amazon introduced Prime Day in 2015. In 2021, shoppers bought over 250 million items during the Prime Day event.

Many shoppers know what they plan to purchase on Prime Day and wait for the shopping extravaganza to begin before making their purchase. However, many other transactions are pure impulse purchases based on the promotions pushed to Prime members for the sale period.

The easiest way to avoid falling for Prime Day sales is to not visit Amazon during the Prime Day period.

2. Getting you to sign up for Amazon Prime

Amazon Prime is a membership program consumers buy for $139 per year or $14.99 monthly. The biggest perk of Prime is free expedited shipping on most items you buy at Amazon, with no minimum purchase necessary.

Customers have become so accustomed to Prime’s free and fast shipping that they appear to buy more from Amazon than they otherwise might. It is well-known that the average Prime member spends more at Amazon than nonmembers.

Some shoppers get so hooked on Prime and its gratis shipping that they may purchase something at Amazon even if it is not the highest quality or if it might be found cheaper elsewhere.

You can resist this overspending trap by not joining Prime or by instituting a regular process of looking for items you need to buy at one or two other retailers before buying them from Amazon.

3. Offering free shipping if you buy at least $35 in goods

For shoppers who don’t buy an Amazon Prime membership, Amazon offers free shipping on orders of at least $35. This feels like a deal, but it encourages shoppers to buy more than they had planned to so they can qualify for the free shipping.

Falling into this trap is easy, so avoid it by grouping your purchases. Keep a running list of items you need, and shop all at once when those items total $35 or more.

Or, simply put items into your cart when you need them, but only make the actual purchase when you have enough necessary items to hit the $35 mark.

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4. Sending targeted product suggestions based on your history

Amazon keeps detailed logs of a shopper’s purchases and items they view to build a profile for each shopper. This allows the retailer to target suggestions of items to a shopper based on the consumer’s past purchases and views.

To beat these targeted suggestions, go to Amazon’s “Improve Your Recommendations” page and exclude items from being used to recommend other items. Or, simply make a point of ignoring the targeted suggestions.

5. Making suggestions based on similar customers

When you look for an item, Amazon often suggests other products based on what customers with similar profiles bought. It does this by using an algorithm that matches your profile with those of other shoppers with similar profiles.

A combination of targeting and peer pressure, these suggestions can be tempting because shoppers don’t want to miss out on what other shoppers have purchased. Avoid falling into the peer pressure trap by ignoring these suggestions when they show up.

6. Dangling the temptation of an Amazon credit card

Applying for an Amazon credit card can be a smart move. Depending on the card you hold and whether you have a Prime membership, you can get cash back on purchases you make at Amazon. Those enrolled in Prime can even score a bigger reward rate on select items.

But all that potential cashback can lure you into spending more. Remember, if you buy an item that you truly don't need and get a small percentage of cash back on the purchase, you really have not saved anything.

7. Offering instant ordering

Amazon makes it possible to buy an item with just one click. Amazon’s Buy Now feature allows you to instantly buy an item and apply the purchase directly to a payment method you previously chose, such as a preferred credit card. While this is convenient, buying more than you need can be tempting.

Fortunately, this trap has an easy fix — you can simply turn off the option. That way, you cannot buy something with a single click, giving you more time to consider whether you really want to make the purchase.

8. Zapping you with Lightning Deals

Amazon offers Lightning Deals, which are time-sensitive bargains that will tempt the most disciplined shoppers. As you shop these deals, Amazon even displays the percentage of still available items, further ratcheting up the pressure to buy before it’s too late.

Yes, you can get great bargains here. But you can also easily overspend. If you have trouble controlling impulse purchases, it’s best to follow Mom’s time-honored advice and avoid playing in the lightning.

9. Luring you in with Prime Video

Prime Video is another feature included with your Amazon Prime membership, and it lets you watch a huge selection of titles, including Amazon originals.

While it enhances Prime's value, Prime Video also makes money for Amazon through content that requires additional purchase or rental — and it’s often not clearly marked. This strategy encourages users to spend more, with paid subscription channels and newly released content creating extra costs.

10. Countdown timers to drive impulse buys

Ever seen that countdown clock when you’re debating adding an item on Amazon to your cart? Amazon often shows delivery window countdowns, pushing shoppers to buy within a one- or two-day delivery window. Midnight can extend delivery by another day, but varying countdowns speed up purchasing decisions. Additionally, bundle deals and coupon offers with timers further encourage quick buys.

Bottom line

There is an easy way to avoid all the shopping traps on Amazon — simply stop shopping at the site. However, for many shoppers, this is too much to ask. After all, Amazon is a great and convenient place to shop, especially if you know these shopping hacks .

So, take steps to discipline yourself. For example, perhaps you institute a policy that you will not buy anything until 12 to 48 hours after seeing it on Amazon. Giving yourself a buffer of time may be enough to help you avoid getting sucked in by Amazon.

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