News Review - Amazon’s Colorsoft Launch Has Left Some Customers Without a Kindle at All

Amazon's launch of the Kindle Colorsoft, their first color e-reader, didn't go as smoothly as expected. Many customers traded in their old Kindles for a 20% discount on the new device but ended up with screen defects like yellow bars and discoloration. When they returned these faulty devices, they found themselves without any e-reader and lost their trade-in discounts. Delays in getting replacements and unhelpful customer service only added to their frustration.

What's especially worrying is that these trade-in customers are at the very bottom of the customer funnel—they've gone through all the stages from awareness to purchase and are loyal users. They're some of Amazon's most dedicated customers, the last people the company wants to let down. By mishandling their experience, Amazon risks losing not just immediate sales but also long-term relationships. Amazon should proactively reach out to these loyal customers, reinstate their discounts, offer alternative e-reader options, and ensure their customer service is more supportive. Taking care of the most committed users is vital for Amazon to rebuild trust and make future product launches smoother.

News Link: https://www.wired.com/story/amazon-kindle-colorsoft-trade-in-program/

(Image Source: Wired.com)