Surprisingly, according to the text, traditional, brick-and-mortar retail stores are still the preferred method of shopping by most consumers.Online shopping and catalogs are second and third.(Hawkins & Mothersbaugh, 2016)

The main reasons, again, according to the text consumers prefer traditional to online is the ability to touch the products, they don't want to give personal financial information over the Internet, delivery costs are too high, and returns are a hassle.

Amazon with its Prime option has turned the retail world on its ear.

How is Amazon Prime addressing these concerns and how it has impacted consumer behavior?