UX #1: Why Amazon's 1-click buy is a billion dollar UX strategy
Why Amazon's 1-click buy is a billion dollar UX strategy. Amazon actually patented their 1-click buy system and other brands have to license it from Amazon.
What’s the psychology behind the 1-click buy? Consider Hicks Law in UX. Hicks law states that the time and effort required for a person to make a decision increases with the number and complexity of choices.
This means that the shorter the checkout process– the more people buy, leading to billions of dollars in revenue for Amazon. But there’s a dark side to a process that’s too convenient, too easy– incorrect purchases and purchase rates without the ability to refund.
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