That Amazon Life
Consumers on Amazon’s website and apps tend to buy more than they came for, as product popularity information, suggestions and contextual promotions such as “frequently bought together” entice the consumer. For example, when I search for “Pampers size five,” I'm encouraged to wade through curated shopping lists of baby essentials, sponsored product links and complementary offerings from the manufacturer such as baby wipes. If I were to subscribe to get a box of diapers per month, or get a nifty Pampers button to push when I run out, Amazon would lose these potential sales as well as the advertiser dollars that go into promoting them. Yet Amazon seems confident that its customers who commonly buy staple products will use its automated services to enhance their spend rather than replace it. What makes it so sure?