Amazon’s Page Recommender Widget Moves Into Content, Challenges Start-ups

Amazon has launched a new Page Recommender widget that affiliate bloggers (and presumably other publishers) can put on their sites.

The widget makes personalized recommendations of other pages within a Web site to users, apparently based on their individual preferences. Whether the recommendations are based on 1) just their browsing history within that particular site, 2) also their browsing on other affiliate sites, 3) their product preferences within Amazon.com proper or 4) all of the above, is unclear.

In addition to the new content recommendation, the widget also recommends products. The product recommendations are also personalized based on individual preferences. From Amazon, via O’Reilly Radar:

The products that are recommended are based on the interests of each individual visitor as well as items that convert well for your website. The products that you see may be different from the ones that are displayed to others based on their individual behavior.

This move into content recommendations is not too suprising, since Amazon’s product recommendation engine on its site has been one of the best examples of recommendation engines. That is, those parts of the site that say “readers who were interested in this book were also interested in this.” In theory, using that recommendation engine for Web pages instead should not be too big of a change.

Because this is a new form of affiliate revenue, to some extent this competes with Google (Google and Amazon increasingly compete in other areas such as cloud computing), but more directly it takes on a number of start-ups that are providing similar or related services. These companies, such as Aggregate Knowledge, Inform and Loomia, and Proximic, and to a lesser extent Sphere, provide recommendations for related content and/or products based on the history of traffic and click-throughs in their networks. Some of them can do nifty things like recommend a product in a completely different area from an article that someone has viewed. For example, on a page about gardening, the service could recommend a specific type of bicycle.

However, as far as I know most of these start-ups are not basing their recommendations on personalization as Amazon seems to be, but rather the aggregated knowledge of their networks. There is an interesting strategy difference in presenting the most popular versus the most individually customized recommendations (see my previous post).

The Amazon widget also falls into the larger trend of ads and content merging together (Google’s AdSense is the most obvious example of this. When you search for shoes, the distinction between the unsponsored search results and the sponsored links has become less important for users.)

This could the beginning of a broader push into content recommendations for Amazon. However, I’m not sure this is a big challenge to Google, I think it’s a much bigger concern for start-ups.

Advertisements

0 Responses to “Amazon’s Page Recommender Widget Moves Into Content, Challenges Start-ups”



  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s





%d bloggers like this: