Amazon mobile: the interface dictates the behaviour

Amazon marketplace is a bit like eBay: you can buy new and used goods, but at a fixed price rather than an auction.

I used it today for the first time because I happened upon Amazon’s mobile site.

Amazon marketplace products are much more prominent on the mobile site. To my eyes they also look more “official” and “premium”.

Amazon vs amazon mobile web interface

The result: instead of overlooking them, I browse and buy from Amazon marketplace for the first time. Instead of spending £21 I spent £9.50 (for an identical, brand new product).

The interface drove the decision: context, not preference.

Amazon’s legendary user experience costing them profit? Now there’s an irony…

About these ads

About Simon Shaw

I'm a Director at a communications agency. I'm interested in marketing, market research & consumer psychology. The views expressed are not necessarily those of my employer.
This entry was posted in Behavioural Economics, Customer Experience, Decision Science, Marketing and tagged , , , , , . Bookmark the permalink.

2 Responses to Amazon mobile: the interface dictates the behaviour

  1. varun321 says:

    That’s interesting thing to think about…

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s