Click Me, Capitalism: A Confession from Prime Days
I’ll go first: I broke my Amazon boycott.
Yup, Prime Days are here. The siren song of deals so good, they practically cart themselves. And here I am, watching The Marvelous Mrs. Maisel “reruns” on a free Prime trial I swore I wouldn’t activate, and one-clicking a birthday gift I didn’t plan ahead for. And it’s forty percent off. Can you blame me?
I mean, maybe you can. But also… maybe don’t?
The Road to Good Intentions Is Paved with Deals
I’ve had an on-again, off-again relationship with Amazon for years. I want to do better. I support my local outdoor gear shop, the independent bookstore, that little handmade gift place with the overpriced candles.
But life’s complicated.
We are a one-vehicle household, I work from home, and often a week (sometimes two) can go by where I don’t drive anything except the electric golf cart or my bike. Errands? Groceries? The Post Office? My husband takes care of all of those on his way home from work (thanks, babe). Sometimes there are things that I want to choose for myself. And, the reality is, since I left my corporate gig, money is tighter. Sometimes 40% off or two-day shipping saves my butt (or at least I justify the slip by believing so). I’m trying to be mindful of my money in a wildly unpredictable economy where a grocery run feels like a splurge. I’m not proud of it—but I’m also not alone. (Right?!)
Why We Click
I’ve spent my whole career in the marketing world in one way or another. I know the science behind why we click. It’s not just convenience. Or speed. It’s the dopamine rush of a “deal.” The not-so-subtle language of “only 3 left” and “today only” and “people like you also bought…” It’s psychological warfare — masquerading as retail.
And when your brain is already juggling work deadlines, school schedules, rising costs, and the guilt of trying to be a conscious consumer, the idea of researching alternatives can sometimes feel… exhausting.
But here’s the kicker: buying from Amazon doesn’t make you a bad person. It makes you human in a broken system.
So… Do We Get a Pass?
I think the answer is yes. And no.
Yes, if you’re living paycheck to paycheck and that Prime Day deal means you can finally afford the school backpack, the pantry staples, the rain jacket your kid needs before camp—then by all means, take it. There’s no guilt in survival.
Yes, if you’re doing your best most of the time, and this one purchase helps you stress less, move faster, feel a little more prepared. We all need that sometimes.
But no, if we stop asking the hard questions. If we stop looking for better ways. If we let the comfort of convenience keep us from at least trying to shift our habits.
Better-Than-Nothing Moves
If you’re going to buy during Prime Days or from other big box stores when they are having deals (online or otherwise), here are a few small ways to do it better:
Check the brand’s own website first. Many companies match deals on their own sites—and your purchase goes more directly to the source.
Choose longer shipping windows. Fewer trucks, fewer emissions. Worth the extra couple of days.
Batch your orders. One box instead of three. Less packaging waste. Bonus points for avoiding those maddening plastic air pillows.
Go guilty with a friend. If your neighbor or your sister is buying at the same time, combine your purchases to help reduce shipping costs (for you and the planet).
Use Amazon Smile alternatives. Smile may be gone, but browser plug-ins like DoneGood or apps like GoodBuy can help redirect your dollars to values-aligned shops when you’re not in a rush.
Support locals when you can. Even if it’s not every time. That boutique will still cheer for your occasional visit. For small businesses, every sale really does make a difference.
Final Thought: Hold the Guilt, Keep the Questions
I don’t think shame is the answer. But neither is apathy.
So maybe we don’t need to beat ourselves up every time we click “add to cart”—but we do need to stay curious, stay honest, and keep pushing for better options, more transparency, and a system that doesn’t make it so hard to shop with our values.
