Improving the shopping experience is what every ecommerce site wants to achieve!
It's been trailed extensively that Amazon is going to run Prime Day, where big deals are available for Prime Members. I'm not a Prime member, but i wanted to reorder something i'd previously ordered. Arriving at the Amazon home page I was presented with the message about prime absolutely everywhere. It seemed to be to exclude non-prime members. There was no obvious link for non-prime members that i could see, anywhere. Even clicking on my account went nowhere for the first 15 seconds (approximately). That's not a lifetime to wait, but, I wasn't prepared to wait any longer and went elsewhere, primarily because it seemed to me that non-prime members are not wanted.
We can all learn, every day. Sorry Amazon, but you lost me today.