A shopper’s service experience on Amazon can begin at many trigger points on the site.
The navigation bars are always in view, “where users expect to find them,” say the authors of “An Analysis of the Amazon Shopping Experience.” The search function is intuitive, bringing up results from singular and plural queries in addition to other items that could be a logical match.
From the “product page,” shoppers can check out or add the item to a wish list for later. The product page nearly always includes photographs that enlarge. Scrolling farther down are suggestions based on what others bought.
Farther down on the page is detailed product information and user-submitted reviews. Algorithms also help to bring shoppers back to where they left off the next time they sign in, from any of their devices.
When shoppers are ready to check out, they can change quantities or delete items. Then they choose or confirm the shipping address, followed by the payment page.
But prior to clicking ‘Place Order’ shoppers are asked if they want to save all their information to their account for faster checkout in the future.