I've got to admit Amazon's current UK advertising campaign is a real winner. It's basic premise is that the firm invents something revolutionary that none of us notice, because it becomes so normal once they do it.
It's a refreshing change from the likes of Apple, which makes similar claims to making 'revolutionary' and 'magical' products, but without the quiet confidence portrayed in the Amazon campaign.
A pity, then, the same can't be said for US consumer's experience of the firm.
According to the Wall Street Journal, Amazon is gearing up to offer refunds to customers for ebooks bought between April 2010 and May 2012. The refund is only $1.32 per book bought, and only applies to titles that appeared on the New York Times best seller list, but when you start considering how many people may be involved, and the number of books each one bought, the numbers soon stack up.
Nothing is certain yet, though. The refunds will only be given if a court decision in February orders it.
All of this said, Amazon has made the offer despite the cost, so perhaps those US customers won't be so disgruntled after all.