Why People Visit Amazon.com

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During the Christmas season (internally known as “peak season” at Amazon), it helps to review briefly why people visit Amazon.com. Based on qualitative and quantitative research, below are the reasons for why people visit Amazon.com:

Specific Purchase
* Come to Amazon.com with specific title/model in mind.
* Very focused on mission; have already made product decision.

Product Research
* Come to find specific information at Amazon.com.
* High involvement in consuming product information (especially if researching hardline product); product specifications, price, availability, reviews, recommendations.

Topic / Theme Browsing
* Looking at information or products in general area, with relatively low purchase intent (e.g. “Mystery & Thrillers”).
* No specific product in mind; discovering new items and relevant areas of interest for future consideration.

Passing Time
* No specific objective or intent; no purchase intent.

Accidental / Incidental Landing at Amazon.com
* May hit Amazon.com through Associates link and immediately exit.
* May hit Amazon.com through Web search; they are indifferent to the fact they land at Amazon.com; just another site in the comparison process.

In the next three weeks, Amazon will have over an 80% utilization factor for its warehouses. Amazon.com just finished the “Receive” peak season (inbound peak consisting of Receive, Putaway, Stow), where mass quantities of inventory is purchased and placed in inventory in preparation for the outbound peak season.

Then, in the next three weeks, the outbound area (pick, pack, ship) will be super, super busy.So, when you purchase from Amazon this season, remember that there are people, processes, and technologies that are working on your behalf and many people losing many hours of sleep so that you can have a nice Christmas.

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Unrelated but informative and fun is this ajaxy, draggable, timeline of all the acquisitions completed by Google, Yahoo, and Microsoft from 2001 – Present.

I’ve written extensively on time-traps, operations, lean and six sigma. Some of those articles can be found below:

• On Game Theory
• Queueing Theory 1
• Queueing Theory 2
• Queueing Theory 3
• Queueing Theory 4
• On Time-Traps and Waste
• Applied Regression Analysis
• Team Sizing
• 5S
• Click-to-Ship Processes
• Root Cause Analysis
• Lean at Krispy Kreme
• Theory of Constraints and Camping
• Lean for Software Development
• Don’t Waste the Customer’s Time
• Featuritis and the Focus on the Customer

Related Posts:

• SIPOC: Metrics? What Metrics?
• Amazon Alumni Group, Peak Season
• Need a Job, eh?
• Raising Dust, Vision, and Business Problems
• Kaizen-ed Out of a Job
• What is Waste?
• Ask Mary Poppendieck Anything!
• Traceability, Visibility, & Order Pipeline of Events
• A Lean Case Interview
• Complexity: Different Ways, Same Output, or is It?
• The DMAIC Framework
• Fun With The 2×2, Happiness Edition
• On Customer Obsession
• Batch-and-Queue or Single-Piece Flow
• Attitude and the Pyschology of Queueing
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