It's a fair point certainly, in regards to poor shoppers. Most American consumers aren't poor, have Internet access and can easily compare prices, and most of Amazon's customers also are not poor.

In fact today it's extraordinarily trivial for the average person in the US (Amazon's core demographic still) to price compare. It takes seconds via Google or directly via Amazon.com or Walmart.com etc.

I don't believe price comparison is daunting or overload, for the same people capable of consuming hundreds of status updates on social networks ever day. In fact, the history of the American consumer indicates price comparison is extremely easy and natural, said shopper has been price comparing and seeking out deals since the birth of modern shopping.