On the checkout experience front, I notice that's been changing lately, especially with Shopify shopfronts. (e.g. jrwatkins.com)
The experience is even more frictionless than Amazon's, especially on a mobile device that supports mobile payments. With Apple Pay, the checkout process is literally just clicking the checkout button, then scanning your face/thumbprint, and done. No account creation, no credit card number is sent (token), address/email etc. are filled out transparently.
Kind of similar to the HotelTonight experience where you're able to book a hotel in less than 3 minutes.
