How Amazon Extends Its Grip on User Experience

Although it may not seem like it, online retail giant Amazon is constantly adjusting its features, offerings and presentation for the purpose of improving user experience. On the surface, it may seem as if the numerous websites that Amazon operates have not changed much over the last few years; to a certain extent, the retailer has sought to maintain a certain image across all the channels it operates, but the company pays a lot of attention to user experience and dependably makes adjustments to extend its overall business grip.

Of the many goals sought by Amazon, offering a seamlessly effective user experience is among the most vital to the company’s success. The following are some examples of how Amazon fine-tunes user experience to squeeze the greatest advantage.

The Amazon iOS App

The sheer growth of mobile shopping has pushed Amazon to focus its iPad and iPhone customer acquisition efforts. It is only natural to think about iOS users as Amazon customers; after all, they have already spent a considerable amount of money on their mobile devices, and thus it stands to reason that they have a little more disposable income for Amazon purchases.

Amazon’s iOS app is very absorbing. Similar to the way website publishers want visitors to extend their time on page in order to reduce the overall bounce rate, Amazon wants iOS shoppers to browse as much as they want. One of the neat features of the Amazon iOS app is the powerful scan option, which does a lot more than simply read barcodes. Even with all the power of the scan feature, Amazon does not put it front and center, and a reason for this decision may be that it is better for the company to have shoppers use traditional search and browse features than to scan and purchase directly.

Diversity of Functions on Amazon Web Services

With its AWS elastic platform, Amazon has become one of the most respected names in cloud computing. Over the last few years, AWS has been adding just about every known service, operating system and platform solution for its clients. If a scalable Big Data project requires Apache Kafka on AWS, for example, Amazon will certainly be able to accommodate it; if the project requires the deployment of Hadoop clusters, it can be set up on AWS.

To handle the great diversity of AWS platforms and services, Amazon uses an intuitive user interface that favors standardization more than bells and whistles. The company knows that clients are bound to work on a number of projects at once, and thus the same interface can be used to launch a virtual desktop or a Big Data query tool. The idea is to promote diversity while at the same time developing uniformity in terms of user experience.

Amazon E-commerce Layout

Customer reviews have become an important building block of the Amazon online shopping experience, and this is something that can be seen on every product page. Amazon knows that a product that attracts many customer reviews is bound to get more attention. The company is past the point of worrying about whether a product will sell lots of units or not; Amazon is more interested in customer engagement, and this is clearly being achieved through reviews.

The preference shown to customer reviews on Amazon product pages seems to be just right. A snippet of a review can always be found near the description because the company knows that many shoppers are bound to make their decisions based on what they read, particularly when the reviewer happens to be a verified customer. The social media features of signaling whether a review was helpful are present, and there is also a function to message the reviewer to ask questions and to start conversations around products.

In the end, Amazon certainly knows what should be done in order to extend its grip on user experience. Even before getting into issues related to customer service and product quality, the company knows that experience will always come first.

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