![]() In addition to the affiliate program that lets anybody post Amazon links earn a commission on click-through sales, there's now a program that lets those affiliates (Amazon calls them "associates") build entire Web sites based on Amazon's platform. You could say that Amazon is simply the ultimate hub for selling merchandise on the Web, except that the company has recently added a more extroverted angle to its strategy. You can find used goods, refurbished goods and auctions. Since 2000, you can also find goods listed by third-party sellers - individuals, small companies and retailers like Target and Toys 'R Us. You can find straight sales of merchandise sold directly by Amazon, like the books it sold back in the mid-'90s out of Jeff Bezos' garage - only now they're shipped from a very big warehouse. lets almost anyone sell almost anything using its platform. The other main feature that puts on another level is the multi-leveled e-commerce strategy it employs. If you let the Web site stick a cookie on your hard drive, you'll find yourself on the receiving end of all sorts of useful features that make your shopping experience pretty cool, like recommendations based on past purchases and lists of reviews and guides written by users who purchased the products you're looking at. Customer tracking is an Amazon stronghold. The embedded marketing techniques that Amazon employs to personalize your experience are probably the best example of the company's overall approach to sales: Know your customer very, very well. ![]()
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