It seems that whilst awareness is an important element of decision-making, it’s not a strong force in changing the way we behave. What insights can we gain from the most successful business to understand the key drivers behind the adoption of new solutions? — One of the principal reasons for widespread adoption of Amazon’s marketplace is convenience: fast search and comparison of products, fast purchase (one-click), fast delivery (same-day in many countries), and reliable service (Amazon’s A-to-Z guarantee).