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