[Daithi]

1. “Take our customer reviews with a grain of salt.” -- I find the reviews helpful. I read the critical reviews to help me make buying decisions, and I also look at the *number* of positive reviews in relation to competing products.

2. “Kindle Fire? You might be happier with an iPad.” -- I might be happier with a Ferrari.

3. “You’ll spend a bundle on e-books.” -- So what? That's kind of the purpose of a Kindle.

4. “Free shipping helps you overspend.” -- Also, free shipping saves on shipping.

5. “Our list prices are sometimes misleading.” -- People don't pay the list price for cars either. Shhh!

6. “We hurt mom-and-pop stores.” -- buy charging less, providing a better selection, and innovating with things like eReaders.

7. “We’re slow to improve our working conditions.” -- We also employ people in the U.S. and they were thrilled when we hired them.

8. “We know more about you than you think.” -- see point #9.

9. “Our recommendations leave shoppers flummoxed.” -- see point #8.

10. “We don’t always have the best deals.” -- just 95% of the time.