Executive Summary
Amazon Prime members spend $110 monthly versus $38 for non-Prime members—a 189% premium that reveals the company's mastery of behavioral psychology rather than mere convenience. Michael Aaron Flicker, behavioral science expert who has worked with Nike, JP Morgan, and AstraZeneca, dissected how Amazon weaponizes the sunk cost fallacy and loss aversion to create what may be the most powerful subscription moat in commerce. The $139 annual Prime fee isn't just pricing—it's psychological architecture...
Key Investment Opportunity
Subscription Psychology Moat Expansion
Amazon's mastery of behavioral science creates sustainable competitive advantages through sunk cost fallacy and loss aversion exploitation, with AI integration amplifying these effects
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