the only amazon must-have is the amazon rainforest

+ thoughts on how capitalism and consumerism thrive on individualism

This year, online spending at U.S. retailers hit $7.2 billion as Amazon's Prime Day kicked off Tuesday, according to an analysis by Adobe Analytics. That made it the largest e-commerce day of 2024, marking a nearly 12% jump from last year's first day.

Yet, many people discovered that their carts are inexplicably pricier during these sales. When items are marked down, shoppers experience a cognitive bias known as the "perceived value effect." The allure of getting a deal can lead us to buy more than we need or even want. We fill our carts with items because they are discounted, not because we require them. This isn't just savvy marketing; it's a psychological trap that exploits our desire for bargains, tapping into deep-seated FOMO and our inherent biases toward immediate gratification.