This is clever. Well I think so anyway. Amazon are cross-selling their new Mastercard credit card via the medium of your actual shopping basket. They give you a £10 credit if you apply for the card but take this one step further by applying this credit in a hypothetic, yet obvious way to your current check-out total. Automatically your eyes are drawn to the discounted price of your purchase. Nothing seems unusual as we're now finely accustomed to the concept of discount codes et al. Personally I think this is fairly slick marketing example.
