Marseille edit
The giant of e-commerce does not cease to amaze us. After Dash Button, the delivery by drones, now appears Spark, the new trade social network of Amazon. Is it a good idea or not?
Since its beginnings in 1994, Amazon does not stop proving us its capacity to be innovated and distance itself from competitors. And in 2017, it continues to assert the leading position of the on-line sale. Now it revisits the e-commerce by adding it a social dimension with Spark, the new feature of its application.
This social network, which has already been compared with Instagram or Pinterest, offers Amazon Prime program’s members a space dedicated to the publication of photos, videos, and even the fabrication with a product highly appreciated. Other users, members of the program or not, can react by means of a comment or a "smile". Obviously, if a user wants to know more about it on a product, he no longer has to click on the corresponding index card and ideally, add it to his basket.
Thus the objective of this additional service is to improve the purchase experience and create some commitment around the products on sale. But if it is about an example regarding ergonomics, the doubt remains all the same as for the real use of this new network of the Internet users. He will act in the same way like a popular social network including Instagram or even Twitter? The time or the advertisement spreads a certain tiredness, a social network based only on the promotion of products takes the risk of getting out of breath fast.
However, we can imagine that it will be about an original mean of giving the opinion. It will also allow Amazon to get longer attention of visitors and avoid them to leave the platform to find out another site, notice of the third party and demonstrations. Let see whether the network will not see mark invading and sponsored publications. What would falsify its being reason.
Nevertheless, the principle remains interesting and could even establish an example to follow in the e-commerce site. In view of the use, more and more spread, "community" rubric, on the main e-shop - the Internet users communicate with them on products and/or post their photos, for example, wearing the clothes on sale- , we can only notice the importance to integrate a social dimension into the on-line sale. It does not relate to exploiting this lever to be in the tendency but create some commitment and especially, create a feeling of the confidence. The positive opinion of an Internet user is always more effective than an advertisement.
Being interested or skeptical, it will be necessary to show a patient event, because this new network is now available only in the United States.
Article written by Marion Vannelli.