The Power Of Free

When Amazon introduced free shipping when you spent more than 25$, sales increased immediately.

Many customers would by an extra book to avoid shippping costs. This happened in the US, the UK everywhere. Except for France.

What happened? Were the French just not so big on reading? No. It turns out that only in France, the shipping wasn't communicated as totally free but at the price of 1 cent. That's right ONE cent.

When Amazon removed the 1 cent from it's French website, sales increased in France as well.

So marketers, which would be the better proposition: "3 for 10 euros!" or "Buy 2, get 1 free!"....