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Donna Ida, Owner of four-store women’s denim indie Donna Ida, shares her view on Amazon.

I’ve been a big fan for a long time. My sister introduced Amazon to me as the place to buy your books about 10 years ago. She accompanied the information with, ‘You haven’t heard of Amazon?!’ like I’d been living under a rock. Which I clearly had.

I jumped on the bandwagon for books and CDs straight away and over the years I’ve expanded my custom with them as they’ve expanded their offering. Anything that is a ‘product’ in my eyes, ie aside from clothing and luxury items, I buy from Amazon. It is a quick, informative, efficient and effective way to get essential shopping done. But it’s cold and not a sexy experience, which stops me buying fashion from the site.

Amazon saves all my credit card details so I can choose at the checkout who’s going to get hit – me, the business or my husband. I think I have about 10 credit cards saved on Amazon, along with 15 to 20 shipping addresses so I can purchase gifts and have them shipped direct to the recipient with a card and message too. More online retailers should do this and it’s something we introduced on

I love the Super Saver Delivery option on Amazon (which is free!). I rarely pay for shipping unless it’s really urgent, but even on the two to three-day Super Saver the item comes pretty much straight away. I’m my perfect target customer, so is introducing free shipping on all orders (excluding Sale and international) in May. Our customers  should be rewarded with free shipping – I want their lives to be as easy as possible, because that’s how I like it.

I’ve only ever had one bad experience with Amazon – a late package. It was for a gift, so it was urgent. Amazon responded quickly and efficiently to every email and the goods finally arrived – and in time for the party. 

The secret of Amazon’s success for me is its enormous offer, the free shipping option, the massive ebook selection, and the saved credit card details – this is a big one. I don’t want to feel like I’m spending money. Because Amazon saves my details, all I’m doing is purchasing items I need and being efficient. I don’t even have to add my card security code. A few clicks and I’m there. They’re killing me with kindness and I’m responding like a mewing kitten. I’m loyal to the core.

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