We all know that the boys and girls at Amazon are major data junkies and they’re constantly trying to increase your order size and slip a few more quid through the checkout. But I’ve discovered something else that they’re doing and it’s quite clever:
Amazon is watching your Wish List to see whether you buy your items from a competitor.
The cheeky bastards! How!?
I heard you mentally bellow that through the fusion of red mist and blurred pixels. Well, I’ll tell you:
I went to my Wish List today to find the title of a book that I needed to reference and noticed I had some stuff on there that I’d picked up elsewhere. As I clicked ‘remove’ on the redundant items, I was presented with the following:
Notice anything a little cheeky there?
Amazon is asking me if I own the item
By giving me an option to tick the ‘I own it’ box, Amazon may as well say:
“Errrrmm… Did you buy this somewhere else?”
I can also rate the item, so I can tell Amazon:
“Yes, I did, and it’s fucking awesome… Unlucky.”
By capturing this data, Amazon can work out a little bit more about:
- Why I didn’t buy the item through Amazon.
If those at Amazon know for sure that I’ve been buying elsewhere, they can put more effort into getting me to spend with them next time. They can target me with more relevant direct marketing or make more educated recommendations, now it knows I’ve definitely committed to humorous Xmas films and/or Bill Murray.
- How loyal I really am.
If they know I definitely made the purchase elsewhere, they can offer me incentives in an attempt to encourage me to make more frequent purchases with them.
- How valuable my Wish List actually is.
If I have a Wish List a mile long, but only view it every six months, then clear off all the items I’ve bought elsewhere, it shows Amazon that, if an item goes onto my Wish List, it’s lost the sale. So they can put more efforts into converting me early (one click, anyone?).
- Whether I rate its product offering.
If I’m removing items from my Wish List, but rating them as five stars, then Amazon know for sure that they’ve got half of the bargain right and have good quality stock that I’m certainly interested in.
Providing Amazon are using the data well, and enough people are divulging that kind of information, Amazon will gain a much better understanding of your behaviour, so that they can try different ways of getting you to spend more. Creepy.
Do you let Amazon know when you’ve bought something somewhere else?
Get more insights like this
If you enjoyed this post, you can have similar insights dropped off in your inbox when you subscribe to the post by email.