Amazon's Dark Pattern: When "Slower" is the Default

Amazon is the epitome of rapid delivery and ease. However, a small but annoying design decision ingrained in Amazon's checkout process—the pre-selection of delayed shipping options—is beginning to worry consumer advocates.

The Cunning Flip

As eager customers reach the last step of their Amazon transaction, their attention naturally shifts to confirming the order. Many people need to be aware that the default shipping option is frequently advertised as having a delayed delivery speed. Perhaps labeled "Standard Shipping" or something similar, this will arrive a few days later than the fastest "Prime" options for subscribers.

Why It Matters

Critics label this a "dark pattern"—a user interface design intended to subtly guide users towards choices that benefit the company, not necessarily the customer. In Amazon's case, slower shipping potentially has several advantages:

• Reduced strain on logistics: If everyone's delivery is prioritized, Amazon's fulfillment network may become overloaded.
• Environmental guise: Despite the intricacies of that argument, slower delivery can be promoted as an environmentally responsible option.
• Upselling opportunities: Users may feel compelled to pay extra to upgrade to faster choices or even a full Prime membership due to their dissatisfaction with poor speeds.