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  • Amazon’s Plans for Staying On Top

    [caption id="attachment_3137" align="alignleft" width="189" caption="Amazon Website"]retail[/caption]

     

    With online marketing and e-commerce playing a major factor in the retail business, it's no surprise that Amazon has stayed so successful. With the launch of a new, easier to navigate website, Amazon has paved the way for online shopping. Allison Enright of Internet Retailer discusses more on Amazon's plans for staying on top. Thanks to Bob Antall of Consumer Centric Consulting for this article:

    The redesigned e-commerce site that Amazon.com Inc. is slowly rolling out points toward the future of online retailing by emphasizing the search bar and making the site easy to navigate on tablet computers, web site designers and consultants tell Internet Retailer.

    “What Amazon’s doing is setting a precedent for what everyone else is going to have to do in a short time,” says Dan Shust, director of emerging media at Resource Interactive, an e-commerce marketing and consulting firm. “It says if you are a retailer and you are not working on it now, you better get on it because a lot more traffic will be coming from these devices in the next six months.”

    With its new site, Amazon has given over more of the home page to white space, giving it an almost airy feel. The retailer, No. 1 in the Internet Retailer Top 500 Guide, also made the search box larger and deemphasized the previous “shop by department” navigation option by consigning it to a pull-down menu. The menu changes suggests that Amazon is trying to get consumers to shop more often via the search box rather than through product category links, says Kevin Richards, president of Ventura Web Design.

    Roughly 80% of Amazon customers use the site’s search bar to find products, says Scot Wingo, CEO of ChannelAdvisor, which helps online merchants sell through search engines, comparison shopping sites and online marketplaces. “Amazon has enlarged it in this redesign to encourage that behavior,” he says.

    The change suggests that Amazon is preparing itself for the evolution of e-commerce, as typing in a search term is easier than accessing drop-down menus or complicated fly-out navigation bars for consumers who use touch-screen-based mobile devices such as iPads and iPhones, designers say. And with rumors heating up that Amazon soon will release its own tablet computer, it makes sense to make the changes now. “If they do in fact bring out a tablet, Amazon will want Amazon.com to look its best and function its best on that tablet,” says Judy Foster, executive creative director of design firm Grand River Interactive.

    Read more at Internet Retailer

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