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Physical retail stores have limits to the number of products they stock on their shelves.
On Amazon - the shelf space is limitless. This is great from a selection standpoint, but challenging from a customer navigation basis.
Endless shelf space creates competition. Competition often yields better prices. Better prices make customers happy, & Amazon likes this.
However, many items have become commoditized due to the endless shelf space & energetic private label sellers.
For example - How many options of silicon spoons/baby blankets/vitamin c serums does a customer actually need to see?
When does the selection become too overwhelming?
Amazon's not waiting to find out: Enter Amazon's Choice & Interesting Finds.
Many may not notice it, but Interesting Finds has seemed to be atop their homepage since launch in 2016. Must be a priority, right?
Amazon's Choice also rolled to help shoppers better navigate search results...& provide suggestions thru voice.
I'd love to see overall conversion rate of the Amazon Choice program. If Choice is significantly higher than items without it, I fully expect Amazon to utilize the Choice option for their private label brands on broad keyword searches....I mean why wouldn't they? It's their platform and their products. I'd do it too!