Amazon Prime is, on the face of it, tremendous value for money. The benefits for the money you pay, the convenience it offers, the ancillary services on top of Amazon’s great prices – what’s not to like?

In my view, it’s a Faustian bargain. The more power we give to Amazon because of its apparent love of the customer, the more we encourage poor employment practice (at executive level, not just in the fulfilment centres) and legal racketeering of smaller traders. We, as customers, will only be the beneficiary for as long as that drives the share price. Think ahead to the landscape we’re creating.

For a better bargain, even if the price may be a little higher, check out hive.co.uk.