Question

Topic: Strategy

What Kind Of Segmentation Is Used By Amazon?

Posted by Anonymous on 5/10/2004 at 8:11 PM ET 125 Points
what kind of segmentation do you think has been used by Amazon?
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  • Posted by Blaine Wilkerson on 5/10/2004 at 8:44 PM Accepted
    Amazon markets to a segment of ONE.

    This is achieved by offering personalization of every shopper's experience.

    Anyone who uses Amazon can modify the site, it's contents, homepage etc to suit their needs. Therfore, they segment to "one".

    I hope this helps!

  • Posted on 5/14/2004 at 3:42 PM Accepted
    ... and take a look at the Amazon privacy policy pages - there's a link at the foot of every amazon page. That tells you what data they gather, and what they use it for. Which is pretty much a masterclass in segmentation.
    Just keep asking yourself "If they know *that* about customers, then they can segment.... this way"

    hth
    Will Rowan
    https://www.morningpapers.com
    https://www.thecustomer.co.uk
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