Joi Ito’s recent article about buying presents on Amazon got me thinking.
When you order items from Amazon.com the system tracks your purchases then puts relevant (or what the system thinks are relevant) in front of you next time you browse the site. These items are meant to customize your “store” and make your shopping experience better.
But what about when you are buying gifts, as in Joi’s case?
Amazon should have a “this is not for me” feature that can further contour the shopping experience.
What would this information provide?
1. The type of person\people you shop for
2. Allow for opt-in “store for others” purchases
3. Collect further details about your shopping habits
4. Put relevant advertising in front of you
5. Build a better profile about you
Do I agree with each of the above ideas? No. But chances are they are happening anyway at sites you already browse. I would prefer Amazon had these features on an opt-in basis so that experiences like described above will not happen. Taking the time to classify items as “not interested” does not count in my book because that takes away the point of a “recommendation engine” as Amazon.com is claiming to build.
The power of Amazon’s search will get more powerful as the system collects more information. Now the system just has to sort out the information its collecting.
Technorati Tags: amazon.com, recommendation engine, marketing.fm, marketing, shopping, search
December 14, 2006
Interactive Advertising, Internet, Marketing.fm, Search