The Amazon gold box concept is already tired. The box is up to 15 items from 5 (thanks, Olivier), and it’s filled with housewares the company obviously can’t sell at retail.

I just peeked into the first item in my gold box:

“David, here is the first of your Gold Box™ offers.

Qual-Craft 2200Q Pump Jack – [Tools & Hardware]”

Not only do I not need or want a pump jack, I’m not even sure I know what it’s for.

Marketing concepts are great until they overreach and lose focus. Next time, I’ll leave the box unopened.