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You've gone to Amazon, had to do an extra click, and decided not to buy because of that?

Remove the question mark - you've succinctly described funnel optimization.

I would have never thought so, but Amazon's own data has shown that seemingly trivial things like increasing page load times by 100 ms reduces sales by a non-negligible %.

Why do you think they obsess over dropdown menus?

We're all arguing over data we don't have, but if they have that kind of information I think they have also considered search box focus. Seeing that they don't have it, one can draw the conclusion that for their site it was not profitable.

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