I find that interesting because Amazon is a "no impulse buy zone" for me. Everything I buy there is meticulously planned. It is probably an effect of living in Hawaiʻi - shipping can kill a good deal very quickly (and Amazon, while I'm at it, you know where I live - stop telling me that the item is free to ship when it isn't!).
I'm working in Antarctica and everything takes at minimum 3-4 weeks to arrive (often 6) after ordering, so it's really taken the starch out of impulse buys.
Amazon doesn't deliver most physical things to my (current) home, so all of my purchases are Kindle (impulse) buys. I'm guessing that for a lot of international readers the Kindle Store is the most important part of Amazon.
