Please stop showing me $10 off $100 advertisements when I don't qualify.  Don't be evil.
The rules for the $10 off $100 deal which is widely advertised include the provision that it is only good on the first time one has reloaded a gift card.  I did that years ago before these advertisements started appearing, so I only qualify for $5 back on $100 which is the same as my amazon credit card so no benefit to me in going through the hassle of locking myself into the gift card reload.<br />In my more vulnerable mindstates, I have fallen for the "Oh, I'll just quickly reload my gift card before checking out to get the offer they are telling me is available".  Only recently did I spend the 15 minutes of so that it took me to dig into the rules of the offer to realize that I was only getting 5% back.<br />And they make the process of getting $10 on $100 pretty opaque, with different payment options giving different rebates, IIRC splitting 10% up into two 5% credits at different times, which tends toward making someone who is only getting 5% back think they will get another 5% later on because that's what amazon said.<br />This is by far the most user-unfriendly user interface design I have seen on amazon, and feels like an indication that they have gained the monopoly power to stop being user-centered and start being evil.<br />Don't jump the shark amazon; stop showing the ad to people who don't qualify.  And when people who don't qualify try to get the offer, be clear to them that they are not getting the offer.
Rating: 3 stars