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Post 8: Top Five Recommendations

There is no question that Amazon, as a company, is leading the market. As one of the biggest online retailer, Amazon has lived up to its customer and product excellence- and the best part is that it has only begun. With the new acquisition of Whole Foods along with new services like Amazon Fresh and Prime Videos, Amazon is disrupting the online marketing industry in the best way possible. But despite owning a huge share of the e-commerce market, Amazon is not perfect. And although I may be biased towards this incredible company, I still believe that there is room for growth for the company. So, in retrospect, below are five recommendations I have for the firm: 

1. Amazon Prime on “Used” Products: 

If you have ever used Amazon, chances are you will find whatever you are looking for. Amazon sells over 400 million products, but what some consumers are unaware of is that Amazon sells “used” items. Though there are mixed feelings about buying used, I personally like it when it comes down to items like books, CD’s, vinyl recordings, and other more antique goods. However, what is upsetting is that Amazon Prime does not apply towards these used items, meaning we have to pay a separate shipping fee for it. Used books, especially textbooks and novels, are very popular-I mean, what’s the use of buying a brand new textbook that we will only use for 16 weeks at most? For more than half the price, used texts books are hot commodities. 

However, the problem now is that a third/private party through Amazon is selling these used items. With a separate shipping fee (that nearly cost as much as the product itself) these “used” items nearly cost the same as a new one. So, if Amazon is able to sell used products directly through the company that qualifies for the Amazon Prime option, it is inevitable that these products would sell. Creating a separate department for “used items” would definitely prove to be advantageous for the company. In a way, Amazon can have an online thrift store that targets a niche market segment. If Amazon is already offering these used merchandises through a private party seller, it might as well sell it directly through company acquiring 100% of the revenue. 

2. Comparable Prices: 

It is without question that a majority of consumers will frequently price matched in-store items with the price listed on Amazon. More often than not, the Amazon price is a lot less than what in-store competitor offers. Therefore, I believe that Amazon should have a feature in which products are being compared to what other retailers are selling it for. For example, a consumer who searches for a Vitamix E310 Blender on Amazon should be able to see how much the competitors (like Target, Walmart, Overstock, or Costco) are selling the same blender for. By having this feature, consumers can compare prices of the products and ultimately see that Amazon’s prices are better than the competition, thus securing the purchase. Though it may be a little over dramatic to compare prices of every-day goods like bananas, this feature can be beneficial for higher-valued items- on goods with a larger investment value (I.E. watches, jewelry, home appliances, and electronics). Having a feature like this will not only improve sales but will ultimately increase Amazon’s brand loyalty, which may be a bigger long-term investment. 

3. Out of Stock Products: 

One of my biggest pet peeves of Amazon is finding out that a particular product is “Temporary Out of Stock”. Though these incidents happen quite often in the retail industry, what I find most bothersome is that the term “Temporary” is very ambiguous. Though I give credit to Amazon for notifying consumers of when these items are back in stock, the timeline of which is never specified- so it may take as soon as a couple weeks to a couple years. Thus, I find it to be very useful for Amazon to provide customers with a realistic timeline of when the specific product will be back in stock. By providing an estimated timeline, consumers can make a decision on whether to wait for the item or to purchase it elsewhere. Though Amazon may potentially lose a sale, it will benefit from customer satisfaction. Providing a high-valued customer excellence will have a long-lasting impression on Amazon, which in turn will add value to the company as a whole. 

4. Ad Campaign: 

Prior to Amazon’s Super Bowl ad campaign, hilariously entitled, “Loses Her Voice”, I don’t recall ever seeing a televised Amazon advertisement. Amazon being one of the biggest online retailers in the worlds, with a market value of nearly $700 billion, it’s surprising to discover that there is a lack of ad campaigns surrounding the company’s best products and services. For instance, do you know that Amazon offers a home cleaning service? A food delivery service from your local restaurants? Or a subscribe option for frequently purchased products? And how many of us know exactly what an Alexa or an Echo does? If the answers are “no”, I don’t blame you. A majority of Amazon’s products and services are not heavily advertised. 

Aside from the Super Bowl commercial, which was highly engaging and memorable, there isn’t much you can say about Amazon’s presence in the advertising market. The “Alexa Loses Her Voice” ad campaign generated a whopping 45 million views on YouTube after its Super Bowl release. By the numbers alone, it’s evident that the ad was very popular. As a result, I strongly believe that Amazon should invest in more advertisements for its lesser-known products and services. These ads don’t have to be very long, nor does it have to always appear during the Super Bowl. Having short campaigns for social media can be a good a start. However, having valuable content would be Amazon’s only concern, though the Alexa ad campaign proved that creating content will not be a problem. 

By creating an engaging and continuous ad campaign, Amazon will undoubtedly strengthen its brand awareness. Simultaneously, campaigns that focus on a particular product and/or service will increase exposure. Because Amazon already has a strong presence on social media, creating these ad campaigns will be a stepping-stone for the company- and it would definitely help when these campaigns star a handful of celebrities. Though ads, by its very nature, promote sales, we as the consumer just want to see more. With a high demand, I don't see how an ad or two can go wrong for Amazon. 

5. Amazon Credit Card Perks: 

With free shipping, excellent customer service, and millions of products available at your fingertips, how can Amazon get better? In comparison to Target and the option for its Red Card holders to get a 5% discount on all their purchases, Amazon is falling short. A rewards program that offers consumers special promotion/discounts for their spending habits can increase Amazon’s customer excellence a step further. Although Amazon offers a discount on the application of its credit card, the discount only applies to a single, one-time use. However, if Amazon is able to give a permanent discount on purchases made by the company’s credit card, it may consequently increase the company’s sales. 

It is a known fact that discounts and promotions increase shopping habits; more consumers will be inclined to spend if they know that they are getting the best deal possible. An Amazon card that works similarly to the Target Red Card can be a very good idea for Amazon. Though consumers must apply and qualify for the card, a small amount of discount for the cardholders can make a huge difference. Similar to any regular credit card’s cash back program, a one to four percent discount can undoubtedly increase the likelihood of purchase. Similar to the Red Card, not all of Target customers are cardholders. Thus, the savings only apply to a select few. Nonetheless, a 5% discount will persuade a consumer to shop at Target as opposed to other retailers. With this same concept, providing Amazon costumers with the option to have an additional discount on their purchases will not only increase customer satisfaction, but will also increase Amazon’s revenue overall.

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Post 7: Website and Social Media Content

Where does one begin in describing Amazon’s website? As the biggest online retailer in the nation and arguably the world, Amazon’s website is filled with everything from images and links to reviews and buttons. When entering the website, it is nearly impossible for your eyes to fixate on just one thing. Like a kid in a candy store, Amazon’s website is full of things you just can’t help but click on. Beyond the retail of millions of products, Amazon has services that require its own webpage, so it’s no wonder that the website is almost like its own online utopia.

However, despite the millions of things the website offers, Amazon has managed to effectively design its site with user usability. First and foremost, Amazon breaks its homepage into well-defined areas. With clickable tabs located above the homepage (I.E. Departments, Browsing History, and Today’s Deals) users can easily navigate through the products and/or services they desire- think of it as the aisles in a grocery store, clearly labeled with what you will find in each section. However, the multitude of departments doesn’t end there. Sections such as “Fresh”, “Video” and “Buy It Again” are scattered throughout the page. And with images, bold lettering, buttons, and different color schemes, Amazon makes it obvious what is clickable- creating a webpage that is easily and efficiently assessable.

Furthermore, to increase user engagement Amazon supports the idea of visual scanning by neglecting long descriptions of its products. Short sentences and minimal wording is utilized on the homepage allowing users to quickly scan through the content, without having to invest time reading long paragraphs. However, a landing page of a specific product will provide you with a more detailed explanation and reviews of that particular product.

Despite what seems to be a chaotic website full of product images and words, Amazon’s website is very organized. A navigation bar, like an employee at the supermarket, at the very top of every page serves a shortcut to guide users to the proper landing page. Additionally, the website offers personalized options based on your desired country of choice. With over than ten countries to choose from, each page will be redesigned in accordance with your preferred country website- with a translation into that specific language, of course. By clicking “Mexico”, the user will be redirected to a new Amazon homepage that is written in Spanish, with Pesos as its currency, and suggested products that are popular for that region.

Additionally, the website is designed for the purpose of conversion. Amazon promotes visual hierarchies by organizing the most important features and products of its website at the top of the page. Furthermore, the content of the site is design with clarity and congruence that encourages conversion. By utilizing bold fonts, unique colors, and attractive images it’s clear the action that Amazon is trying to elicit. And it’s no coincidence that Amazon services like Videos, Audible, and Music along with Amazon products like Alexa and the Kindle are larger, more colorful, and higher up on the page.

On the other hand, the same theme of conversion is evident in Amazon’s social media posts. When looking at Amazon’s Instagram, Twitter, and Facebook accounts, it’s clear that a majority of its posts are promotional in nature. For example, a post with a product image has a caption that offers a discount for that specific product for a limited time. In contrast, on Amazon’s Twitter page, Amazon posted a video that documents an individual’s story of how she became an entrepreneur and promotes consumers to sell their products on Amazon. With Tweets, Facebook posts, images, and videos, Amazon has created content that stimulates user engagement. It’s clear that each post is carefully planned and designed, encompassing aesthetic appeal as well as valuable content. Though not all of Amazon’s posts are sales promotions, certain posts are dedicated towards Amazon’s services. It’s not uncommon to see posts such as a screenshot of one of Amazon’s movies or a short snippet on the latest album release. Nonetheless, the intention is clear- Amazon wants you to make a purchase.

Despite Amazon’s intention to create conversions, one thing is clear, Amazon’s website and social media are entertaining and highly engaging. Though a majority of Amazon’s social media posts are ads, it helps that the content of those posts is highly valuable. So whether or not you decide to make a purchase, Amazon’s Instagram and Pinterest profiles are pretty to look at. And, of course, it doesn’t hurt to "like" one of their posts while getting a discount simultaneously. All in all, in my opinion, Amazon has done an excellent job in adding value to its online content. Considering they require the presence of the Internet to generate profit, Amazon has found a way to harness this technology. Though the likeability of the website and social media profiles may be subjective, Amazon’s conversion rate has increased since last year which can only mean one thing- they’re doing something right.

Reference:

McCallister, D. (2018, April 27). Amazon Reports Huge Quarterly Profits, Hikes Prime Membership Fee. Retrieved May 1, 2018, from https://www.npr.org/sections/thetwo-way/2018/04/27/606281261/amazon-reports-huge-quarterly-profits-hikes-prime-membership-fee

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Post 6: Social Media Usage

Amazon as a company almost exclusively relies on the presence of the Internet. After all, Amazon is an online retailer with nearly all of its profits originating from online users. So to evaluate Amazon’s presence on social media platforms should be a no-brainer. In today’s digital world, social media is by the far the most popular online technology. With Snapchat at 150 million users, Instagram at 800 million users, 974 million on Twitter, and an astronomical 1.8 billion on Facebook, it would be foolish for Amazon to neglect social media as a source for marketing and advertisement. 

Though Amazon is a retailer at heart, the company offers other services that allow it to have a strong social media presence. A majority might associate Amazon with shopping, getting everything from a bar soap to an office chair. However, the company has invested a lot into other resources such as movies, films, and TV shows through Amazon Studios, unlimited music streaming via Amazon Music, and electronic books with Amazon Books. So to categorize Amazon into one title as a retailer is slightly unfair. With a long list of goods and services, Amazon has found a way to target a variety of market segment through the use of social media. 

For example, Amazon is continuously active on Snapchat. If a user follows Amazon on this platform, he or she will find Amazon stories where they may offer special promotion code towards a future purchase- a smart and effective strategy for user engagement. Because posts on Snapchats are temporarily posted (with a limited time frame), users must actively view Amazon’s content in order to find these special promotions. In fact, on its website Amazon provide a step-by-step procedure on how to obtain a promo code. 

Furthermore, Amazon has numerous profiles on Instagram that range from Amazon Studios, Home, Kindle, and Prime Now. By separating its departments, Amazon can target specific market segments without annoying users altogether. In other words, consumers who enjoy reading can simply follow @amazonkindle to get updates and information on the newest book release, while those who enjoy home décor can follow @amazonhome to get inspiration and product details. 

With the growing number of social media users, Amazon is aware that it can create a relationship with its consumers, which will ultimately add value to the brand. Through Facebook and Twitter, Amazon is able to reply to customers’ comments. Whether these comments are positive reviews on a product or service, a complaint, or company questions, Amazon can create a positive brand image by directly communicating and responding to these consumers. By doing so, Amazon is seen as a company that adheres to its satisfying customer excellence. Additionally, as with the other social media platforms, Amazon utilizes Facebook and Twitter as a promotional tool to invite its followers to Amazon’s online services such as Amazon Video, Music, Audio Books, and Blog. 

However, Amazon’s social media presence doesn’t stop there. The company is active on Pinterest promoting DIY crafts and projects, posting job openings on LinkedIn, showcasing a collection of customer reviews on Tumblr, and posting a handful of video advertisements on YouTube including the hilarious “Alexa Loses Her Voice” ad (which was shown during Super Bowl LII). Nonetheless, through the use of the continuously evolving technology, Amazon has been able to harness the usefulness of the Internet. By promoting a sense of community and highlighting the company’s product and customer excellence, Amazon continues to dominate the market- it is no wonder that Amazon is the biggest online retailer to date. 

Reference: 

Barr, A. (2011, September 07). Amazon steps up social media efforts. Retrieved April 30, 2018, from https://www.reuters.com/article/uk-amazon-social/amazon-steps-up-social-media-efforts-idUSLNE78603W20110907

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Post 5: If you had a $1000 budget for display ads for the product, how would you approach spending it?

To pick and choose which of Amazon’s products to advertise is near impossible- simply because there are millions of products to choose from. However, when considering the Amazon brand only a few products and services are solely tied to the brand name. The Echo and Alexa devices, for example, are a product designed, manufactured, and sold exclusively by Amazon. On the other hand, services like Amazon Prime, Videos, Music, and Audible are also worth mentioning. If I were given a $1000 budget to advertise on Amazon, I would choose to spend this budget exclusively on Amazon’s very own products and services. 

By allocating the budget on Amazon’s products, the company can focus on the goods and services that cannot be purchased elsewhere. Though a majority of the products on Amazon are significantly cheaper than what is offered by the retailer competitors, it would be unwise to create a display ad for a Tide laundry detergent. Why you may ask? Simply because you can find Tide detergent at Target, Walmart, or your nearest grocery store. As a result, the rate for conversion on a Tide laundry detergent might result in a disappointing number. On the other hand, if a display ad were to introduce the Alexa or Amazon Music subscription, the conversion might be higher because where else can you purchase the Alexa? Certainly not Walmart. 

The next problem the company may run into is location. Like the retail business, marketing is about location, location, location. Where should these display ads run? Specific websites? Online forums? Social media? To answer this question we must first decide the target audience (a.k.a the market segment). Let’s continue with the example of the Alexa. Who would use Alexa and who would benefit with Alexa the most? According to The Wire Cutter, “Alexa is particularly useful for smart-home users because it lets you control your Alexa-compatible devices without having to take out your phone and launch an app”1. With this information, we can safely assume that those who have a smart-phone will fall under the same population. Therefore, we can now target certain smart-phone apps (I.E. Instagram, Twitter, and Facebook) as a platform for the display ads. By investing a small amount of the budget on mobile display ads, we can assure that users of social media will be exposed to Alexa. However, because mobile ads have a higher bounce rate, I would only allocate about 10-20% of the budget on these ads. Though these ads may not provide Amazon with a significant conversion rate, the ads will undoubtedly increase product and brand awareness. 

In contrast, the rest of the budget would evidently be spent on desktop display ads- specifically on websites that have an ongoing traffic such as YouTube, Reddit, TMZ, and Buzzfeed. Because the audience for these websites is typically smart-device users (millennials and generation z), providing a display ad for Alexa on these sites may prove to be more beneficial than sites such as CNN and Hulu. However, because the hunt for ad space is highly competitive, with the $1000 budget I would recommend that Amazon spend a good amount on CPC (cost-per-click) bidding. In order to secure a display ad space, perhaps a bid of $0.50 CPC would be a good start. 

Additionally, I would allocate at least $500 towards a CPM (cost-per-mille) payment approach. With the $500 budget, I can pay a $2 CPM for display ads on magazines, newspapers, and other prints. Now because the budget is relatively small, these display ads would only circulate on a smaller scale. As a result, I would choose the specific location in which these ads would release. At $2 CPM and a circulation of 250,000 (with a total cost of $500), I would choose to have the ads circulate in smaller areas within a metropolitan city. For example, The Arts District in Los Angeles, or the Bushwick neighborhood in Brooklyn, New York. 

All in all, because Alexa, amongst other products and services, are so unique to Amazon I think that the main priority of the display ads is not to generate direct sales but rather to increase exposure and awareness. Most consumers may be unaware of the handful of services that Amazon offers such as AmazonFresh (a grocery delivery service), Amazon Drive (a cloud storage application), and Amazon Inspire (an open educational platform for teachers). Therefore, it may be more beneficial to the $1000 budget for Amazon to create awareness as opposed to conversion. With Alexa and other Amazon services, the products speak for itself and thus, the exposure will ultimately lead to the desired revenue. 

Reference: 

1 Clauser, G. (2018, April 26). What Is Alexa? What Is the Amazon Echo, and Should You Get O. Retrieved from https://thewirecutter.com/reviews/what-is-alexa-what-is-the-amazon-echo-and-should-you-get-one/

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Post 4: Persona Ad

Meet SOFIA PEREZ 

BACKGROUND: 

Physician’s Assistant for UCSD Medical Center 

Attended UC Santa Barbara for undergrad and Western University for the Physician Assistant program. 

Single mother of a 7-year-old daughter 

Has a yellow Labrador named Sadie - Enjoys music, cooking, watching TV shows, and exercising 

DEMOGRAPHICS:

Female 

Age 42 

Mexican American 

Total HH Income: $105,000 

Rural

IDENTIFIERS:

Kind, patient, and hard working. 

Very busy and always on the move. 

Technologically savvy: iPhone, iPad, Smart TV, laptop 

Social Media preference: Facebook and LinkedIn GOALS: - Find time throughout the busy day to run errands and do household chores 

Multitasking at work, gym, and home 

CHALLENGES: 

Time management 

Lack of help/assistance at home 

HOW WE HELP:

 Offers online shopping with an ease 

Fast and easy delivery to your front door 

Provide media services: books, music, movies, TV shows 

Personal assistance through Echo & Alexa devices. 

OBJECTIONS: 

Accessibility

 Cost 

The Text Ad 

Anything you need from A to Z at your fingertips! 

A Unique Value Proposition (UVP): 

Amazon is an online retailer that offers the biggest selection of products. Find anything you want from books, dog food, clothes, toys, and even food! Amazon also offers entertainment customized for your likes: your favorite music, movies, shows, and audiobooks. 

Headline 1: 

“Listen to all the music you love. Just $7.99/mo.- amazon music.” 

Headline 2:

“FRESH- Try grocery delivery: Save $50 off $150 or more” 

Ad copy/ Call to Action: 

“Order by noon, get FREE Same- Day Pickup” 

“Buy Now” 

Display URL: 

https://www.amazon.com/ 

Ad Extensions:

"Free Two-Day Shipping with Prime.” 

“Shop Amazon Fire Tables: Tablets designed for entertainment at an affordable price. 

“Women: Clothing- Shoes- Jewelry- Handbags & Wallets- Watches” - “Amazon Prime Benefits: Free 2-day shipping, streaming video, music, photo storage & more.”

References:

https://www.amazon.com/

Larson, J., & Draper, S. (2015). Internet marketing essentials: a comprehensive digital marketing textbook. Retrieved from https://library.stukent.com/book/table-of-contents

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POST 4: Landing Pages

Amazon’s website is unique in that it is comprised of various types of landing pages. As we all know, Amazon is one of, if not the biggest, online retailer out there. As a result, it relies on a wide array of landing pages to direct users to its products and services. The main goal for Amazon’s landing pages is to generate conversions, which in turn, will produce revenue for the company. Therefore, the design for the landing pages must be interactive yet highly effective.

Amazon has a wide range of landing page types. When accessing their homepage it is evident to see that they display a multi-category landing page. The page utilizes categories such as “Deals recommended for you” and “Unexpected gift ideas” to sell their products. Once a user clicks on any of the given categories, it will direct the user to a multi-product landing page where individual products are displayed as if it were on a shelf. Because Amazon sells millions of products, using a multi-category page allows the website to be organized making it easier for users to navigate through it.

Alternatively, Amazon uses a single-product landing page for its specialty products. An example of one would be the “Amazon Kindle E-reader”. On its page, the main focus is the promotion of a single product, the Kindle. Product images, specifications, and reviews are displayed with a call to action button (“Browse more”) conveniently placed on the top of the screen. However, in my opinion, this particular landing page can be significantly improved- design wise. The use of a white background and lack of colors is quite disappointing and creates a dull atmosphere. Minor tweaks such as the use of buttons, better product images/photographs, and colorful texts can help create a better and more interesting page. Additionally, Amazon’s landing page for the “Echo & Alexa Devices” could also use a renovation, as it resembles the bland Kindle webpage.

With the release of Amazon Music, Video, and Audible the company has introduced consumers to their line of services. In the attempt to increase traffic, Amazon has created subscription-landing pages. The Amazon Music webpage utilizes a big call to action button, “Start a 30 day free trial”, to invite visitors to do exactly that. However, unlike their single-product page, the Amazon Music page is designed with large images, buttons, **anchor texts **and a subtle, yet attractive color scheme. This webpage is more inviting and looks as if more time and effort has been placed on it.

As Amazon continues to grow as a company through its expansion of products and services, more landing pages will be created. Thus, in order to increase the company’s conversion rate for profitability a more attractive and creative landing page can be highly advantageous. Nonetheless, Amazon remains to be a top-ranked online retailer, but with the growth of technology and pop culture, Amazon must think outside of the box in order to remain on top of its competition.

References:

https://www.amazon.com/

Gardner, O., & Fishkin, R. (n.d.). Landing Pages 101 | Landing Page Conversion Course. Retrieved March 10, 2018, from http://thelandingpagecourse.com/landing-page-101-intro/

Larson, J., & Draper, S. (2015). Internet marketing essentials: a comprehensive digital marketing textbook. Retrieved from https://library.stukent.com/book/table-of-contents

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POST 3: SEO Evaluation

When evaluating Amazon’s search engine optimization (SEO), it is evident that the company is doing a good job. When you search the word “amazon” in Google, the first result that appears on the search engine result page (SERP) is a link to Amazon’s website. Being ranked number one on the Google’s SERP means the company is doing pretty well- in my opinion at least. Amazon’s display URL (https://www.amazon.com/) utilizes the company’s display name, a very effective use of the keyword, Amazon. Thus, making the URL very short, straightforward, relevant and easy to remember. Additionally, on Google’s SERP, Amazon’s snippet is precise, with fewer than 50 words, and relevant to its website which is to promote online shopping.

When entering the Amazon website, its title tag, simply the name of the brand (Amazon Prime), can be seen on the top left of the screen. Though it is on the smaller side, it’s short, straight to the point, and easily recognizable. On the other hand, Amazon failed to utilize an H1 Header Tag, meaning no singular big or bold texts stand out. According to seositecheckup.com H1 header tags are typically used to “help indicate the important topics of your page to search engines”1. But in Amazon’s defense, I guess there aren’t a lot of topics to be discussed- since they are an online retail/ eCommerce. Nonetheless, Amazon’s website utilizes a lot of H2 headers, which defines the site’s subcategories such as: “Prime Videos”, “Books & Audible”, “Beauty & Health”, “Deals recommended for you”, and “Hot New Tech”. It is also worth mentioning that these title tags are all a form of anchor text, which allows users to directly click on the texts to link them to another page of the website.

Furthermore, a good amount of Amazon’s anchor texts are illustrated in the form of product images. This is useful for users as it eliminates the hassle of reading and allows users to carefully scan through the page. However, seositecheckup.com indicated that four out of the 63 images Amazon uses on its homepage is missing the required alternative text (alt text). This means that the image description or tag is not effective and thus search engines are not able to assess the content of those images.

Another red-flag that was discovered by seositecheckup.com is that 120 of Amazon’s URLs are not SEO friendly. This can be a concern because it can reduce traffic, lower Amazon’s credibility, and it may potentially lower Amazon’s SEO ranking. With this problem, Amazon should consider running website analytics (such as Google Analytics, which Amazon is currently not utilizing) to monitor and measure its user’s behaviors. A bad URL (or 120 in Amazon’s case) can ultimately lower Amazon’s conversion rate.

On the brighter side of things, Amazon’s website, overall, is performing efficiently. It shows that Amazon’s website is compatible with mobile devices which is a huge advantage as conversions may occur via mobile devices. Another great aspect is that Amazon has a short load time, at around 3.77 seconds, which is below the average load time of 5 seconds. Additionally, Amazon does not have any broken links, which is beneficial considering they have around 160 total links. Lastly, Amazon’s server signature is off which will help in reducing security threats. All in all, Amazon’s website is running smoothly. Because Amazon is a retail-based website it depends on high conversion rates to generate profit. As a result, making continuous adjustments (to issues like broken URLs and alt texts) can help improve Amazon’s website in the long run.

References:

1 SeoSiteCheckup Score: Amazon.com. (n.d.). Retrieved March 09, 2018, from https://seositecheckup.com/seo-audit/www.amazon.com

https://www.amazon.com/

Chris, A. (2014, October 27). What is a SEO Friendly Website and Why do you Need One. Retrieved March 09, 2018, from https://www.digitalmarketingpro.net/what-is-a-seo-friendly-website-and-why-do-you-need-one-149/

Larson, J., & Draper, S. (2015). Internet marketing essentials: a comprehensive digital marketing textbook. Retrieved from https://library.stukent.com/book/table-of-contents

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POST 2: Evaluating the Website 

When examining the amazon.com website, it may seem like a lot is going on- because there is. Entering Amazon’s website is like entering a department store or a mini-mall where you are instantly bombarded with items displaying in every which way you stare. It is quite difficult for your eyes to fixate on a single object, as numerous other words, images, and prices are displayed sporadically. But what do you expect? It is an online retailer after all. 

Let’s first discuss the technical aspect of the website. Amazon’s URL and domain name are short, effective, and very straightforward. All you need to know and remember is a single word, “Amazon”. Amazon’s homepage is essentially a giant ad space. But what may seem like a giant collage of products, it is actually quite structured- an organized chaos, if you will. At first glance, product images are the primary component if the website, followed by smaller texts surrounding the images. The title tag, “Amazon Try Prime”, is rather small and located on the upper left screen. Once you slowly scan the rest of the page, you will discover anchor texts placed all along the top of the page, like “Your Amazon.com”, “Today’s Deals”, “Gift Cards”, and “Orders”. 

Additionally, the navigation menu/bar is appropriately placed above these texts, making subcategory pages and other clickable content concentrated on the top third of the page. Other anchor texts can be found below the page (when you scroll all the way down). These texts are written in white with a dark blue/navy background- separating them from the rest of the pact. 

The buttons for the site are integrated with both images and texts. So instead of a button that reads “START” or “GO” users can click the image of a specific product (I.E. water bottles, sunglasses, T-shirts, the Amazon echo, or even bananas). The utilization of image alt text in this application is very important and Amazon has executed its usage effectively. 

The color scheme overall is quite disappointing. The main background color is white, with accent colors of dark blue and navy blue. At first glance, it’s quite boring, but I think the main purpose of it is to highlight the products. The images of the products in itself is already colorful, thus having a colorful background might be too much for the eyes to handle. 

Aside from the design, the website is easy to navigate through. The main content is their product placements (for obvious reasons) and the load time is very fast. Overall, the website is of high quality: there are no spelling errors, image quality is high, there is no use of long wording/paragraphs, and the clickable content is appropriately allocated (only things that are meant to be clicked on are allowed to be clicked- blank spaces are not clickable). In a nutshell, although Amazon’s website may seem like there is a lot going on, I think it is a very useful and effective site. Amazon has managed to separate the content of the website from products being sold, to their services, and other miscellaneous options; I doubt anybody has trouble navigating through Amazon. 

However, one thing is worth mentioning. The homepage for each user may differ slightly. Amazon utilizes cookies, metrics, and specific algorithms to analyze each user’s shopping habits and behaviors. So what does this mean? Based on my past purchases and what I’ve searched on the website, my Amazon homepage has product images of dog food, kitchen tools and appliances, and makeup brushes (because of the girlfriend). On the other hand, another user’s homepage might have video games, books, candles, or phone cases. 

References: 

https://www.amazon.com/ 

Mangalindan, J. (2012, July 30). Amazons recommendation secret. Retrieved March 07, 2018, from http://fortune.com/2012/07/30/amazons-recommendation-secret/ 

Larson, J., & Draper, S. (2015). Internet marketing essentials: a comprehensive digital marketing textbook. Retrieved from https://library.stukent.com/book/table-of-contents

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POST 1: Why Amazon? my A-Z reasonings.

AMAzon is AMAzing. I mean what other website offers an air freshener and a zero gravity massage chair (whatever that is) simultaneously? You can literally find anything from A to Z within the Amazon website. 

I first heard about Amazon a little over a decade ago. I was a middle-high student in need of a novel for a class assignment. My older brother introduced me to Amazon, which was mainly an online retail bookstore at the time, and with its unbeatable prices, I was instantly hooked. Now, fast forward to the present day. Amazon has revolutionized the online retail business in ways I can only imagine when I first purchased my book from their site. Like I mentioned before, you can find anything your heart desires on Amazon. The company expanded their products from books to clothing, household items, dog food, and toys, just to name a few. And the shipping? How can you beat Amazon Prime? Not having to pay a shipping fee for each individual item, no offense to other retail websites out there, should be a reason alone to fall in love with Amazon. Not only will you save a ton of money on shipping, but to get your item within two days and sometimes even free one-day shipping, that’s just Amazon spoiling all of us. 

In a nutshell, Amazon made the buying process as easy as “one-click” away! And let me reemphasize one important detail- the prices! How often do you go to a store only to price match a product with Amazon’s prices? YUP, I’m telling you, Amazon is unbelievable!  

But the fun doesn’t stop there. Amazon today offers more than goods. Their services are phenomenal! From their TV shows, have you watched_ Transparent_? -that show speaks for itself, to streaming music, food deliveries, Alexa (your own personal, robotic assistant), home cleaning services- oh man, the list goes on and on.    

All in all, Amazon has become a household name. There isn’t anyone I know who doesn’t use Amazon- I mean how could you not? This company continues to push the envelope on what is possible in the world of eCommerce. I absolutely love this brand and I cannot wait to see what new and fun things they will come up with in the near future- as long as it has Amazon Prime!