Amazon simply lowers purchasing friction by reducing the amount of taps to finalise a purchase.
Once a potential customer has landed on a product page and is thinking about buying it, all it takes is a tiny burst of motivation to get them through to the finish line.
Maybe it’s the excitement of an impulse buy? Or the realisation of how much time it will take to properly consider buying it elsewhere? All this leads to much higher conversions and more purchases through Amazon.
And by being the first to make it super easy to buy online, it’s now cemented a position in the minds of customers.