Why copy is Amazon’s secret sauce
Many experts assume the social recommendation system is its killer feature.
But what exactly about this feature makes it so? What in fact is the magic sauce of Amazon?
Sure, there is some predictive value in keeping track of many different variables. There always is. It’s Amazon’s best kept secret.
But I am guessing it’s not only a secret for people outside of Amazon. If you would ask me what the most persuasive ingredient is of the sauce, I would say it’s copy.
The smartest algorithms make sure you get to see products that you love (to buy). A recommendation engine knows what you really want, what you really really want. Computing thousands of variables is the key to predicting consumer behavior.
Nah, I don’t buy it. The black box probably does have an impact, but I know for sure the copy has.