Digital Design Blog

Amazon.com Debuts “Customers Compare” eCommerce Feature

One of the most interesting ecommerce features to pop-up on Amazon.com in recent weeks is the very, very slick “Customers Compare” feature which allows consumers to not only browse by “most popular” but also get personalized recommendations after voting on a series of products.

There are essentially four different ways to interact with the application:

1. Rank — Explore how the product ranks when compared to other products by the Amazon.com community

2. Top Three – Quick view of the top three products that Amazon.com community prefers

3. Voting — Product voting around certain attributes (e.g. “more in style?”)

4. Recommendation – Personal recommendation based on your voting preferences and how the community ranks the product.

“Customers Compare” is a simple, delightful application that not only enables users to browse a large number of products quickly but also allows Amazon to collect a wealth of user data and preferences. This type of functionality is indicative of where the eCommerce industry is headed — playful, community-based tools that are far more social than the point-and-click catalogs of old.