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Why Amazon sucks at inspiring browsing shoppers

Jan 17, 2021

Summary

  • Amazon is a giant in the ecommerce world. It's fast, reliable and trusted
  • But Amazon is not good at inspiring shoppers to buy
  • If you cater to browsing shoppers that don't know exactly what they want to buy, you'll be able to compete with giants like Amazon

We all know Amazon. It's the ideal place to shop when you know exactly what you want. We trust we'll get a good deal and fast, reliable delivery at Amazon. It's the ideal place to shop when you know exactly what you want. But, when it comes to inspiring its shoppers to browse through products, Amazon just doesn't cut it.

But, when it comes to inspiring digital shoppers who are just browsing, Amazon just doesn't cut it. Why? Because it's full of static product images on a white background and a huge list of categories and sub-categories.

Even if you know exactly how Amazon works, if you don't have a specific product in mind, you're probably going to turn away and get inspired elsewhere.

Why Amazon sucks at inspiring browsing shoppers - CP

Read more: Understanding the two types of shoppers

Let's say I'm looking for a birthday present for my dad. I have no clue what to get him, I just need something and I need it delivered fast. He's a man of many interests. He likes photography, sports, gardening, the usual dad stuff but I have no specific gift in mind.

If I head to the Amazon homepage there's already far too much choice. I'm baffled by the long list of categories and there's way too many product images shown straight away. If I head to the 'Today's deals' section to see what's popular, that just takes me to another dull static page with even more categories and product images.

I don't need rows and rows of products I know nothing about. I need colorful photographs showing products in use. I need to see people using products so I can see for myself what they do and how they're used. I want to be able to imagine my dad using whatever I choose to buy and I can't get that impression from a product on a white background. I'm left not knowing where to click and not actually really wanting to click.

The confusing and overwhelming browsing experience of Amazon would instantly make me turn away. So, when the leading giant of ecommerce isn't actually catering to the huge audience of browsing shoppers, what does that mean for smaller brands?

Well, it means they should do the one thing that Amazon doesn't. Help those shoppers that have no clue what they're looking for. They need to create an enjoyable browsing experience that inspires more visitors to take action.

Read more: Why you won't beat Amazon with your current tactics

Jo Molloy

Jo Molloy