Appraising Amazon

[Brian Turner]

I've seen a lot of praise for the Amazon website - and some of their features are certainly interesting from a marketing point of view.

However, the past few times I've ordered from there the place has been absolutely cluttered - it's been hard to process an order precisely because I've had to wade through extra promos and offers just to get to the checkout.

Would anyone agree that Amazon is overly cluttered? Or are most users able to successfully use the site without problem? I somehow suspect that many less web-savvy people may have navigation problems.

[Suzanne]

Amazon works, amazon sells, amazon knows what it's doing. If you want any cute marketing tips then take a stroll through their online store. There are real tricks kicking there but most users won't notice. Take a closer look and take note.

[altyfc]

What kind of tricks are you referring to, Suzanne?

Aaron

[Brian Turner]

I have to admit, I find their navigation system just a little confusing. What am I missing?

[Suzanne]

Come on sweeties, don't play dumb with me. Let's take a walk through the amazon page of plenty and see what we see.

First off, we have ourselves a clear navigation at the top into distinct categories.

Fully functional search function, too. You think all searches work so sweet?

Offers are always on, they never stop. Look now, you get's yourself $29 off kitchen accessories. I'm curious, I'm looking.

More offers, new releases, and relevant pitch on the time of year. Hey, lookee here, they've got Valentine's ideas for men. I'm looking.

Gold box, too. That's quite a catch and great idea. I don't know if anyone else checks their's but I have.

Wish list! Why didn't I think of that? I'll build a wish list and hell yeah I'm buying when the wage check clears.

Now go check an item, hey it's in stock. Clear ordering information for if I'm interested in buying and I can even buy second hand it I'm not sure on new. Cute.

I even get reviews of books and films so I can be further persuaded to buy.

Hey, I'm interested, and I get another book at a discount if I do! Sweet!

And free shipping. Great!

Don't forget the user lists that fly about the different pages. Oh that's so neat, she likes most the same things as me! I'm gonna check out that film she's listed that I haven't ever heard of.

Hey, I'm buying right now and I'm seeing lists up of similar purchases. I'm getting the same checkout treatment as I would in the stores here, only instead of candy I'm getting tempted by DVDs and other books I'm interested in.

Then you've got your payment options and your delivery options and it gives you a lot of choice.

Prices are good, too. Lower than high street.

Oh did I mention the widespread affiliate scheme and coupon offers that knocked Barnes and Noble out?

So let's recap. Choice, information. Personalised choices. Personalised information. A clever consumer orientated marketplace, tailored product range and purchase options. focussed to the individual as much as possible. Now where do I hear people telling me this is all bad?

Amazon works because amazon put every marketing effort into their online store as they can. No wonder they're profitable now. Get you some shares if you can.

[Brian Turner]

Marketing tactics are great if they don't distract from the purchase - I still think they need to improve their after-purchase navigation, though, IMO.

That's a good list and some very good points raised. It's interesting to see some of the marketing strategy laid bare. Even more interesting if I can apply any of it anywhere.