Article: Consumer Website Marketing With Content: The Case Of Amazon
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Consumer Website Marketing With Content: The Case Of Amazon
Amazon is widely recognized as the most successful ecommerce site in history. Much discussion has been devoted to the role of Amazon's affiliate program, website usability, website personalization, and capital investments. But little attention has been paid to the vital role content plays on the Amazon site, and how big an advantage Amazon has over its competitors thanks to content.
How Does Amazon Use Content?
Unlike most ecommerce sites, Amazon doesn't stop at a simple product image and a blurb.
* Amazon includes just about every bit of text the manufacturer or publisher of the item provided. For books, this is the publisher's description and selected quotations of reviews.
* Then there are the famous user reviews. A lot of si...
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