Amazon Trials New Personalisation Tool

Amazon has quietly begun testing a new personalisation feature across its sites, as it strives to compete with e-tailer’s that provide a more ‘personalised’ shopping experience.

Aptly named, Scout, the new online feature, which could be gracing Amazon sites everywhere in the coming months, is designed to help shoppers who are just browsing find their next purchase.

According to the online giant’s website, shoppers can “like or dislike for instant recommendations,” by clicking a thumbs up or thumbs down icon next to applicable products. Amazon will then suggest products to users based on their product preferences.

For example, if a user is shopping for a bed frame and gives a wooden one a thumbs up and a wrought iron one a thumbs down, Amazon will start recommending bed frames made from wooden materials. The more the consumer interacts with the products, the more refined the recommendations will become.

“This is a new way to shop, allowing customers to browse millions of items and quickly refine the selection based solely on visual attributes,” company representatives said in a statement.

Amazon updates
Amazon has quietly started trialling a new personalised shopping tool, Scout.

“Amazon uses imagery from across its robust selection to extract thousands of visual attributes for showing customers a variety of items, so they can select their preferences as they go.”

The e-commerce juggernaut hasn’t officially started promoting the new personalisation tool, as it’s still in testing mode, but some shoppers have already started stumbling across it.

Select listings are already showing a small grey box that says ‘SCOUT | Style Explorer’, which will direct shoppers to the Scout site where they can begin liking and disliking products, or begin shopping from personally curated ‘shop by room’ or ‘shop by style’ options.

Scout is currently available on products within the home furniture, kitchen and dining, women’s shoes, home décor, patio furniture, lighting, and bedding categories. According to Amazon, more product categories – like women’s clothing and accessories – will be added to Scout soon.

It’s believed this new feature is Amazon’s latest attempt to direct consumers away from traditional search engines and start collecting more of its own data on consumer preferences.

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