If you use the Amazon checkout, it’s easy to miss.
You can’t use the search bar to find products or to buy something.
You won’t see a list of discounts.
And even if you did, you’d probably get a different item in return.
“It’s just not clear that it’s going to work,” says Michael Zimbalist, founder of the website Business Insider.
So far, Zimball’s research has found that people who used the Amazon buy feature tended to save more than those who didn’t.
“Amazon is so good at figuring out how to deliver products and services to people, it was surprising how little they care about how the experience is.”
Zimbel is now trying to understand why that is.
He wants to know if it’s because Amazon is a more efficient way to do business, or if the results are more meaningful when it comes to making money.
He has a few ideas.
He thinks that people might be motivated to use the checkout if they’ve used Amazon before, and it may be easier for them to remember the difference.
If you can see your current balance on your device, you can quickly change your mind and make a purchase.
And if you can’t, you might get an unexpected product or service.
Zimbell’s research suggests that, in the long run, a higher percentage of people use the buy option than they used before.
He’s not sure if this is because the checkout now requires more work for a customer to use, or whether it’s the result of Amazon learning that it can save money.
“You can’t rely on it being a great value,” Zimbaris says.
“They may not have learned that it was going to be that good.”
He’s also skeptical that Amazon will be able to predict when it’s best to use a buy button.
“I think Amazon is going to have to find a way to predict the best time to use that feature, and I think they’re going to try to be thoughtful about it,” he says.
Zombalist also thinks that the current checkout is not efficient.
He and his colleagues have found that, for some items, people often don’t make the correct purchases.
And they often don.
In some cases, people will only buy what they see on the site, but not what they actually need.
They’ll sometimes just go with the cheapest option.
And, Zomball says, the checkout doesn’t seem to work well for certain categories of products.
“If I have a $30 dress, and a $25 dress, I can just go to Amazon and get it,” Zombaris explains.
“That’s not how it works.”
Zombanic also thinks it may not be the best way to save money on a shopping trip.
“In terms of shopping, it could work really well for small groups of people who don’t have a lot of money,” he explains.
But for big groups of buyers, such as businesses, Zembalist says, “It seems that it would be a better idea to use Amazon shopping to make money.”
Zobel and Zimstein aren’t convinced that Amazon’s algorithm is accurate.
In fact, Zobell says, there are ways to figure out if it is accurate, but “it’s not clear to me that it will be.”
The results Zimba and Zobelle are seeing from their research don’t necessarily suggest that using the checkout is a good idea.
But they’re excited by the idea of using the buy button to make a change.
“We’re just trying to figure it out,” Zobal says.
And the results they’re seeing, he says, are promising.
They found that the number of people using the Amazon check out has gone up, and they’ve also found that some items are more popular.
So if you use it for a while, Zimbels and Zombeis suggest, you may be able save a few bucks.
“But I think it’s not that obvious,” Zimbel says.
They hope that their work will help people use Amazon’s checkout more efficiently, and that it’ll help businesses save money, too.
“People are going to want to use this as a way of helping them make decisions in the future,” Zima says.
He adds, “I know that it hasn’t really had the impact on our business that we thought it would.”