Amazon the Egalitarian...

Pfreemanevans | February 14, 2008, 06:30 PM

I just saw Amazon's new program where on some Amazon product detail pages, competing or complementary items and their prices now appear in a list of text-link ads under headings such as "Available at these other websites." It is an interesting endeavor, perhaps moving Amazon even further along to being a ubiquitous marketplace. The links are clearly for other retailers but they do look like they belong on Amazon, rather than like paid affiliate placements. At the bottom of the list are options to buy used items and a link to sell your own item. Although there are only three listings of other retailers on the pages I viewed, this feature seems like a possible win-win. Though other retailers have tried ad placements before to little success, in this case the information provides just what the customer is looking for. In fact, as customers shop online, they go to two sites on average as they research a purchase. The most frequently cited reason for using multiple sites is to find more prices. Amazon allows customers to satisfy that need while remaining on their site. this may create even greater value to Amazon customers, as well as a new revenue stream for Amazon. I like a win-win when I see it.