消费者的购买体验正变得越来越复杂，但衡量这些体验的标准基本上保持不变。
The consumer buying experience is growing increasingly more complex, but the metrics to gauge them have remained largely unchanged.
部分问题在于，在亚马逊申请一键式专利后近二十年，人们对在线零售购物和购买体验提出了不少问题。
Part of the problem is that almost two decades after Amazon filed the one-click patent, the online retail shopping and buying experience is filled with frictions.
亚马逊在改善电子书购买体验上做的不错，但它在产品设计方面仍有很多东西要学。
Amazon has nailed the electronic-book shopping experience. But it has a lot to learn about designing electronic devices.
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