Discussing the website of Amazon.com

I am writing to discuss the website of Amazon.com, which should be an important component of Amazon’s digital marketing. Although browsing online commodities through Apps becomes more prevalent, visiting the official website is still a common way to purchase online commodities from Amazon. It becomes more convenient when online customers search the key words through Google and directly get the linkages of their desired commodities to Amazon.com. After introducing the advantages of its website, I will make several recommendations to improve its digital marketing in terms of website.

Generally, the website of Amazon.com is designed very concisely. Online customers can easily find the categories of commodities and the commodities automatically recommended by Amazon. The promotion information is also available to attract more customers. The search bar is always placed on the top of webpage, making it convenient to search for the key words of commodities. For the new online customers, it will not take too much time to learn how to search for and purchase online commodities; for regular online customers, the website can increase the efficiency of online shopping.

Furthermore, the automatic algorithm of recommending commodity is primarily developed by Amazon. After logging in personal accounts, online customers can find more customized functions and recommended commodities. Amazon collects the information of browsed commodities and history of purchase and utilizes the automatic algorithm to speculate the favorite commodities for different customers. For example, I will be recommended to similar smart phones after browsing the webpage of Samsung S9. This way of recommending commodity has been learned by many other e-commerce platforms, because it also can reduce customer’s costs of searching for and filtering commodity information.

However, Amazon.com still has several weaknesses in its website. It has been discussed that the website is designed very concisely, but I does not mean the layout or the appearance of webpage is attractive. Firstly, it does not use framework to arrange the text description of commodity. Sometimes I even think these text description is in disorder, because the front size is too smaller to read. As well, the distribution of blank is very important in the layout of webpage. It is very common that blank is not uniformly distributed in the entire webpage. Some parts in the webpage could be too crowded and other parts may have too many blanks. To a certain degree, the appearance of webpage seems rough, and the style of webpage is not changed for years.

What’s more, Amazon.com may assume that the online customers are already aware of the details of commodities they have searched for. For example, the description of commodity is very short and sometimes has several lines of text description. It only includes the key information, such as the product parameters of smart phone. It will not become a problem if the customers have searched for relevant information and become clearly aware of the commodity. However, the information included in the webpage is not attractive enough to the new customers who have little understanding about the commodity. For companies like Apple, elegant posters are designed to promote the major features and functions of new commodities. For example, the online advertising of iPhone X includes many fine pictures with concise introductions. After browsing these pictures, customers can know that functions of Apple Pay, Augmented Reality and iOS 11 are the most important selling points, which may attract customers who really need these functions. In order to improve the product description, it is better to add some short videos, which may last for 10 seconds or more. Short videos have an advantage of displaying the appearance of commodities and can teach customers how to use the new functions like Face ID in iPhone X.

Lastly, the strategy of recommending commodity could also be improved. On one side, the strategy should firstly distinguish durable goods from consumables. For example, personal computers could be used for several years, but many customers would like to purchase the newest smart phone every year. It is not a wise strategy to recommend other personal computers after customers have already purchased one. It is a better idea to recommend peripheral products to customers. For example, new games should be promoted to customers who have purchased Nintendo Switch. As well, except the automatic algorithm, Amazon can create a social platform for its customers who have the same interests. It could be more effective in recommending commodities if these social groups have shared experience of using some commodities. It is also feasible to give special discounts to these groups.

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