Amazon Collections Are the Pinterest of Ecommerce
By Ina Steiner
Amazon quietly added a new feature this spring called Amazon Collections that users of the social sharing website Pinterest will feel quite comfortable using due to their similarity. As with other features Amazon launches, the marketplace will also no doubt be analyzing shopper behavior to see which items are shared, liked and followed.
Thanks to the enthusiasm with which people began "pinning" photographs from all over the web onto their Pinterest "pin boards," the social sharing site quickly became popular. It didn't take long for online merchants to see the impact of the site on traffic thanks to users pinning products on their virtual Pinterest boards.
Online retailers and marketplaces were quick to add "Pin It" buttons to encourage visitors to share their offerings with others, and some tried to replicate the experience, adding visual collages to their own sites.
Amazon launched its own answer to Pinterest with a feature that lets visitors create virtual "boards" where they "pin" products. Just as Pinterest is a place to "organize and share things you love," Amazon Collections lets shoppers share products grouped by themes or interests.
Amazon Collections have a similar "bulletin board" visual presentation. "Discover new products by browsing what other people are collecting," Amazon explains. Just like Pinterest, you can create and name your own collections. But while Pinterest users can add photographs of many types of things, from products for sale to recipes, Amazon users can only add Amazon's own products to their collections.
You can also "like" individual items by clicking on a heart icon and "follow" other people and their collections.
Amazon has begun adding a Collections icon to product listings, and users can add any item to one of their collections by adding a button to their browser toolbar and clicking on it from any Amazon.com product page.
Shoppers can peruse other people's by collections - right now Amazon Collections offers the following categories: Books, Movies, Music, Men's Fashion, Women's Fashion and Featured.
Read more about Amazon Collections on the EcommerceBytes Blog.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to firstname.lastname@example.org.
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