Amazon has been with many of us since our internet lives began.

The brand is a constant. Always reliable, always selling books cheaper than Waterstone’s and generally always there.

By there, I mean our email inboxes. Amazon likes to keep in touch.

We invite them to keep in touch by buying from them, and agreeing to receive emails.

No matter how irrelevant or random we may find the product suggestions many of us still stay subscribed – but why?

Because as a brand Amazon is a constant and has earned the right to bombard with offers, discounts and (sometimes) miscalculated suggestions to our tastes.