They did this by removing as many non-value adding activities from the customer experience as possible. In this case, the non-value adding activities included travelling to the store, searching through long stacks of books and waiting in line to pay. Through digital, Amazon was able to replace these actions with value-adding activities like home delivery, digital search and one-click purchasing. Then, through their Kindle eBook service, Amazon once again decoupled the analog book buying experience by reducing customer time-to-value to a few clicks.