Forgot Your Password?

Better hope its not to your Amazon account. I thought a rather frustrating recent experience was worth sharing.

After locating my DVDs of desire on Amazon I proceeded to checkout. Having been a while since last shopping through them naturally I couldn't recall my password. After clicking the familiar 'forgot your password?' link I was face to face with a disturbing page. Not only did I have to recall which secret question I had choosen to access my password, it requested that I fill out an expanse of fields including which credit card had I used on the site before and which home address was that card associated with? (Having moved 4 times in as many years, that alone was not an easy feat.)

It wasn't even so much a matter of the security issue. It was strictly the convenience factor. I've shopped there before, they have my info on file, I can accept that. To me the frustration came from the fact that I was bringing my business there and faced one obstacle after another just to access my account password. Take note online retailers: keep it as simple as possible for your shoppers; espically when selling an item that's easily accessed elsewhere.