A study by the e-tailing group discovered that consumers highly value the ability to research a product before purchasing it, in order to find the best price guarantee. The current online consumer behavior is based on the efficiency of price comparison. This means that customers are highly likely to Google prices of the products that they’re interested in, or for instance use the Amazon price check before they decide what they should buy. This is where comparison shopping engines and apps step in, in order to facilitate this growing need of consumers.
Goodreads is a "social cataloging" website founded in December 2006 and launched in January 2007 by Otis Chandler, a software engineer, and entrepreneur, and Elizabeth Chandler. The website allows individuals to freely search Goodreads' extensive user-populated database of books, annotations, and reviews. Users can sign up and register books to generate library catalogs and reading lists. They can also create their own groups of book suggestions and discussions. In December 2007, the site had over 650,000 members and over 10 million books had been added. Amazon bought the company in March 2013.
On average, customers tend to visit at least three websites before making their purchase decision. As a general rule, the more money that a customer is planning to spend on a product, the longer they’re going to be searching for the best deals online. For instance, when it comes to smartphones, customers tend to spend much longer to compare prices, than when they compare book prices. That’s why it’s no surprise that searching for iPhone price comparisons is a very popular search query.
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Throughout the store there are features like “Most-Wished-For,” a collection of products that are most added to Amazon.com Wish Lists; “Trending Around NYC,” hot products that NYC-area customers are buying on Amazon.com; “Frequently Bought Together”; and “Amazon Exclusives.” These features, along with customer review cards with quotes from actual customer reviews, make it fun and easy to shop.