Amazon is a giant in the eCommerce industry. It offers a range of products from small, medium and large-scale businesses.
It targets different types of consumers, but all of whom are after the same things – variety of products, shopping convenience and reasonable price.
This tutorial shows you Amazon through a buyer’s eyes. Find out which areas of the Amazon website matter to them and how they navigate through these areas.
Step 1. Search for a Product
On the website www.amazon.co.uk, a big Search box spans across the top of the page.
Type a product in the search box, then click on the Go button.
On the left-hand side you can filter your search by brand or colour, while the center of the page shows your search results.
In the search results, notice the Kenwood CH180 Mini Chopper has an orange tag that says #1 Best Seller.
That only means Amazon recognises it as the product in this particular category with the most number of units sold, thus the best seller.
The number of yellow stars shown above the product’s orange tag corresponds to its rating, while 1,338 stands for the number of reviews written by people who have actually bought the product.
Under the product title, you’ll see the price and the word Prime ticked off.
Prime here stands for Amazon Prime and everyone with this type of membership is guaranteed of many perks, like free next day delivery and unlimited TV and movie streaming.
This section also shows the product has 32 new offers for £14.99 apiece and one used offer for £13.19.
Step 2. Inspect the Product
Click on the Kenwood CH180 Mini Chopper.
On the product page you will see the product’s image on the left-hand side, while its title, brand name, star rating, number of reviews and number of answered questions are shown on the right-hand side.
This section also shows the product’s recommended retail price (RRP), how much money you can save from buying it, when you’re likely to get hold of it and five bullet points that briefly describe it.
By looking into the product’s given data, you can then decide whether to buy or not to buy it.
Step 3. Proceed to Checkout
To purchase the Kenwood CH180 Mini Chopper, you may click on the Add to Basket button in the Buy box on the right-hand side or elect to buy from Other Sellers on Amazon.
Scroll down the product page to see items that are frequently bought along with the main product on this page. If you wish to buy them, add them to your basket.
Moving further down the page, you’ll find other products that other customers have also bought and some sponsored products related to the main item on this page.
Step 4. Check out the Product Description
Notice that the product’s information is neatly laid out on a clean, white space.
Underneath the product description, you’ll find additional items that are related to the main product on this page.
Step 5. See Questions, Answers and Reviews
At the bottom of the page, you’ll see all the questions asked about the product and the answers provided by people who have already bought it.
Aside from that, there are blocks of reviews written about the product that potential buyers can refer to before buying the product.
Now that you know what runs in the mind of a consumer when she visits the Amazon website, it’s time to look at this platform from a seller’s perspective in the next tutorial.