What inspired Amazon's move into micropayment collection? The idea came to CEO Jeff Bezos as he passed a pineapple stand while visiting Hawaii, says Amazon public- relations director Patty Smith. No one was attending the stand, but the proprietor had left a note asking customers to pay for any pineapples they took. "The [Amazon] Honor System is a way for people who get real value from the Web to give to those who provide that value," Smith explains.
It's too early to tell if the system is working, because Amazon cannot yet provide any numbers. But Smith claims that "hundreds, if not thousands," of Web sites have signed up. Amazon launched the system with about 54 members, including AdCritic.com, Bartleby.com, and the satirical Web site Modern Humorist (www. modernhumorist.com).
In what we can only assume is a reciprocal gesture of goodwill, Modern Humorist editors decided to use their Honor System funds to buy Bezos a gas grill—with the hope that he would, in turn, invite them over for a barbecue. Although treating the system with typical irreverence, Modern Humorist co-editor John Aboud says the magazine was honored to participate, and, once it has purchased the grill, will continue to use Amazon's system to fund "other such schemes."
Amazon's Smith doesn't know whether Bezos will accept. "I suppose we'll hear from them, and we'll go from there," she says.
Aboud says the Modern Humorist staff certainly would attend, if asked. "You notice we did not buy a barbecue for Larry Ellison," he says. "Bezos—that's going to be one mean patio party."
