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> I've been part of A/B testing on most aspects of domain security and it's arguably one of the best ROIs out there for e-commerce sites.

That's a bit hard to reconcile with the fact that Amazon.com can't be bothered to get one.




Amazon as a brand already has the trust of visitors to the site, through sheer pervasiveness in our culture.

Non-household name eCommerce sites benefit significantly from quality signals like the EV bar, however.


Most outliers are hard to reconcile with the mean.


amazon has brand recognition, they don't need to assuage people's semi-conscious perception of site trustworthyness.




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