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Most of the stuff I see sold on the report is not stuff I’ve recommended. What this has taught me is that you want people to click on an Amazon link because you have a high chance that they will buy something within the next 24 hours that will get credited to you. So your goal is for people to click on your links and not necessarily to buy what you’re recommending.

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It's easy to forget these days, but there was a time when Amazon didn't – and couldn't – promise that an order would arrive by a certain date. Mike helped change that. "We totally overhauled the way we make promises on the website," he says. "We got rid of the 'usually ships in 24 hours' messaging. We developed the capability to make these aggressive delivery estimates and keep them. In many ways, this was what Prime was born of."