When Amazon UK on Thursday (Nov. 5) rolled out a free same-day delivery trial in parts of the U.K., it was exhibiting unbridled Amazonian behavior. In other words, Amazon is trying to leverage shopper emotions to get them hooked on a service that they don’t currently seek or want. No one in retail is more Machiavellian about free offers than Amazon — or more successful at it.

Although the offer had the usual laundry list of restrictions, it illustrates how far Amazon’s thinking has evolved on this subject.

Fact one: Most shoppers today believe — and quite correctly — that same-day delivery is not something they typically want, need or have any interest in paying for, except in the case of a handful of unusual, last-minute, urgent purchases. They would like same-day to be available if it’s needed but do not want to pay for the rare privilege.

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