I was just searching on Amazon for my new book Facebook Marketing for Dummies (Wiley) which is due out in late August. And I was looking at the “personalized recommendations” that Amazon provided me.
There was a section on books that were “Frequently Bought Together” with my book. Obviously it lists Facebook for Dummies and maybe not so obvious, Twitter Power. Not bad recommendations but not exactly “personal”.
Then there is a section on books that “Customers Who Bought This Item Also Bought” with my book. This grouping was a little bit different with: Twitter Power, Social Media Marketing in An Hour a Day, and LinkedIn for Dummies. Again not a bad recommendation but also not exactly “personal.” Note: I also tried the same search on my wife’s computer and got the same results! How personal is that?
So what would make these results truly personal?
Amazon should connect search on its site to my social profile (say on Facebook) thereby making a truly personal search. Then Amazon would know who my friends are and what THEY bought in the same space as my book. It should be a different box on Amazon that says …. “Your Friends from Facebook also Bought” – then I would get a completely different view of their site and one that is truly personal to me.
My prediction …. 24 months from now we will see social tools like Facebook Connect which is already on the market now for a while …. adopted by sites like Amazon to present you with completely different, totally personal recommendations thereby giving you a completely different web experience than you are having today.
For more ideas like this please check out my latest eBook called 7 Ways Facebook will Change your Life!
Tags: Facebook
Paul, I liked your post! Yes, added recommendations from friends would strengthen credibility for future purchases. I wonder how long it will take to integrate…
@ Rachael – well with Facebook Connect it could be very easy but I leave that to the experts
Interesting post, but I am wondering if there are massive privacy issues here with what you are suggesting?
Didn’t Facebook tackle this challenge with Beacon and it was largely derided as a massive privacy problem and potentially loaded with social problems.
I think Amazon do a good job. When you have your own login then you will find that the items they recommend to you are based upon YOUR preference rather than your wife/partners. They consider what you already search, what you buy and then work that in to what other also buy. It generally works well.
I don’t think it is broken….
Sorry but I don’t want Amazon or Google mining my personal details.
Want to improve Amazon’s recommendations? Simple, close the feedback loop. Let me tell Amazon (if I choose) you were way off on this recommendation and right on target with this one.
Every buy a gift for someone in an area where you have zero interest? Forever more things related to that are in your recommendations? Just let me tell them no, I am no longer interested in ths subject.
Much simpler technology to build and less left to interperation.
Does Amazon factor in reviews the user has written when making recommendations? That may be a good way to personalize recommendations without the privacy concerns (which I certainly share). This would take allow Amazon to base recommendations on books that weren’t necessarily bought from the site but were borrowed, gifted, etc. It would have the added benefits of encouraging user engagement as well as broader understanding of their customers.