How do I compete against Amazon? This is easily one of the top 5 questions I get on an almost weekly basis.
It’s also the reason many merchants make the mistake of trying to imitate Amazon in some form. Whether it’s a specific site feature, or their checkout flow, or how they handle product recommendations. It’s amazing how much “me too” exists in the eCommerce world driven mostly by a desire to compete against the big guys…and the biggest guy of all is Amazon.
So what is the answer? How do you compete against Amazon?
One word. Inspiration.
Amazon is downright horrible at Inspiration.
Think about it. When was the last time you went to Amazon to get inspired? To just have a browse through the site and see what stands out, much the same way you’d browse through a really well down retail store with a great product selection?
You likely haven’t. I know I haven’t. The product selection on Amazon is just too damn big, too democratized. It’s the everything store and that means that inspiration is lacking.
I go to Amazon when I know exactly what I’m looking for.
I never go to Amazon to look for any product that’s within the world of creativity.
Recently I was on the hunt for Oxford shirts. It’s my go-to if I have to wear something other than a t-shirt. I didn’t know specifically which brand, or style, I just knew generally what I was looking for and I was really hoping to have someone or something guide me. Amazon didn’t even enter my mind as an option.
If you’re a brand, or even a multi-brand retailer, you can be the place that customers go for inspiration.