DON’T THANK ME, THANK JEFF BEZOS: Reader DRJ emails:

I know you get lots of email so I’ll make this pretty quick.

I first “discovered” Amazon.com from reading your website several years ago but I was tentative about using it at first. Over the years, I ordered more and more items and last year I joined Amazon Prime. If I’m typical, Amazon Prime is one of the best ideas Amazon ever had because my online orders increased significantly after that.

This Christmas will be all-Amazon at our house. I’ve already ordered at least 20 items and, despite the ease of ordering, we’re well within our target budget and getting everything we wanted.

So I just wanted to say, Merry Christmas and Thanks!

As I’ve noted before, Bezos got a lot of flak from Wall Street for his “fixation” on free shipping, but it’s paid off. Amazon Prime rocks. It’s certainly caused me to shift an awful lot of my shopping to Amazon. I actually kind of resent it when I have to go to an actual store to buy things.

And some related thoughts, here.