EBlog

The genius of Amazon’s “Customers Vote” Program

November 15, 2007 | Posted by: Nicholas

Amazon.com has this contest (of sorts) called "Customers Vote." Here's how it works.

Step 1: Browse six rounds of three products, and vote for the ones you’d like to buy at an amazing discount.

Step 2: Come back on each round's "buying day" to see if you were randomly selected to get a deal on the product you voted for in that round.

And they aren't just blowing smoke calling the discounts "amazing." They've got a $1900 TV going for just over $700 and a $1000 laptop for $300!

This is such a a good promotion, I can't even tell you. Well, actually I can. Here's why ­it's so great:

• ­Everybody likes contests. This drives new and existing customers alike to the site to vote.
• It gets all of these people coming back every day for six days! Right in the heart of the holiday shopping season!
• Amazon gets valuable aggregate data on which products their customers like best. Currently, 55% of voters want the Wii rather than the PS3 or an Xbox 360. That's good data.
• Amazon gets super-valuable data on the personal preferences of everyone who comes to the site. Not just "you viewed this, so we think you'll like this" sorts of data either.
• It gets them tons of free press.­

This is just off the top of my head. I'm sure there are other benefits I'm missing. Anyone...?

With ideas like this, it's no wonder Amazon is doing well.