On Amazon, customers can discover products in a variety of ways. They can search using specific terms, browse categories, or encounter items grouped by attributes or through advertisements. Voice-activated shopping with Alexa and external promotions also drive traffic to Amazon.
Increasing product visibility involves competitive pricing, maintaining inventory for fast shipping, and providing comprehensive and accurate product details. The product detail page centralizes information for customers and includes a "Featured Offer" that Amazon selects based on criteria such as price, delivery speed, and seller performance. Notably, multiple products or no products may receive this "Featured Offer" status, which is highly sought after by sellers.
When users search on Amazon, results are typically sorted with the label "Featured." The determination of these Featured results revolves around customer behavior, such as purchase frequency, and product details, such as title and price.
Amazon also uses badges to highlight products. The "Best Seller" badge is based on sales data, while "Amazon's Choice" indicates top-rated, reasonably priced items that can be shipped immediately. Promotional badges such as "Lightning Deal" and "Deal of the Day" indicate time-limited discounts. Some badges, such as "Prime," indicate participation in a program, while others provide insight into customer actions, such as when a product has been added to their shopping cart.
The platform also suggests products based on user activity. For example, after viewing a particular product, Amazon may display related items purchased by other users. Products may also be highlighted based on seasonality, new launches, or editorial decisions. Customer reviews also play a role, with popular reviews being highlighted.
While some badges and highlights include all offers, others may focus on Amazon's own brands. Amazon ensures fairness by holding its brands to the same standards as other sellers.
Finally, Amazon offers a paid advertising option with Sponsored Brands and Sponsored Products. These ads, clearly labeled, can appear in various sections of the shopping experience. The selection of these sponsored listings depends on bids from advertisers, keywords, and historical customer behavior. Eligibility criteria apply for these promotional spots.
