Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 34

If you have had shopping experience on Amazon in person, you will be able to discover Amazon’s unique product recommendation capabilities. Recommending items based on purchase or browsing behavior is the function of all e-commerce sites, but Amazon has enough confidence to be more accurate than others’ recommendations. Because most of the other competitors can only recommend similar items that have been viewed, Amazon has a more advanced logic: items working well with the goods purchased before at a similar price and of a similar brand. The difference is more pronounced in the case of books, which are the core of Amazon’s business. How does Amazon know that readers who buy book A will have a potential interest in reading book B? The logic behind this algorithm is so complex that it is difficult for other businesses to simply imitate Amazon.