In today’s e-commerce world, we continue to see consumers craving instant gratification throughout their shopping journey. However, what consumers fail to realize is that nothing is free and instant gratification hinders other aspects of the customer experience. Critical elements like personalization are negatively impacted when such a big emphasis is put on delivering products at lightning fast speed. In the case of Amazon’s Dash button, products are guaranteed to arrive in a convenient time frame but consumers must sacrifice a broad product selection for this convenience. As Amazon continues to expand the program and boost usage rates, they might want to consider finding a way to personalize offerings for each individual consumer instead of rolling out a “one size, fits all” program.