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A book customer who walks out of a bookshop, with or without a purchased book, is effectively `lost' to the store, but Amazon can target registered customers — with their permission — with messages such as `Recommended for you' or `Customers who bought this item also bought'. Like other successful websites (e.g. eBay and TripAdvisor), Amazon has worked on creating a community feeling by allowing registered customers to upload reviews, create lists of their favourite books, etc. In this way, it has personalised the online shopping experience for mass-market products.
Other important innovations in Amazon's history have included:
• gift vouchers
• the personal Wish List page, which friends or family can use to select gifts for someone
• Amazon Marketplace, for third-party sellers of new and used goods
• Amazon Associates, allowing customers to act as third-party traders of Amazon products from their own websites
• online DVD rental
• a succession of new departments, including sports equipment, house and garden, jewellery and, most recently, baby and shoes departments
• Amazon Prime, a subscription service offering any number of next-day deliveries of goods in return for an annual fee (?49 in the UK)...
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