#socialpractices

Amazon

Authors:

AJ Nelson: http://afatcaptain.tumblr.com/

http://vikkaaaaa24.tumblr.com/

http://digisockt.tumblr.com/

History:

Amazon was launched July 5, 1994 as an electronic commerce site with its headquarters in Seattle, Washington. The company was founded by Jeff Bezos and quickly become the largest internet based retailer in the U.S. Amazon also has its own line of hardware products. The company expanded and is a retailer to many countries across the globe.

Features:

Amazon sells a variety of products. You can find beauty supplies, clothing, jewelry, gourmet foods, sporting goods, pet supplies, books, CDs, DVDs, computers, furniture, toys, garden supplies, bedding and almost anything else you might want to buy. Beside its tremendous product range, Amazon makes every possible attempt to customize the buyer’s experience. For example, when regular users arrive at the homepage, they find recommendations just for you. Amazon knows you by name (Profile) and tries to be your personal shopper.

Profile:

In order to construct a profile on Amazon.com, an individual must provide personal information such as, first/last name, email, and must create a password of their choice. An individual uses this profile to browse through the website to find products they are interested in and will potentially purchase those products. When the individual logs into the account, Amazon is able to personalize it to your interests in various products due to the past products that the individual had previously ordered or looked at.

Friendlists/followers/matches:

Amazon does not utilize a friendlist system. The target audience for Amazon is the general consumer as the website is used for shopping. The greatest interaction between users is conducted when reviewing products. It is an e-commerce community where users can review products but that is the extent of user interaction.

Tools for public, semi-public, and private communication and/or broadcasting:

The primary focus for Amazon is on buying and selling products, however, there is a large focus on product reviews and information. Users are able to write reviews about products they buy, and readers are able to view some limited information about the writer of the review in his/her profile. Although, if users don’t want their Amazon profile to be viewable, they’re able to change their settings so it will be hidden.

Stream based updates/news feed:

Amazon has created a new way for users to discover products and save them to a wishlist with a feature called Amazon stream. On a page offering a grid of product photos, users can browsed products for both genders, and click a button to save items to their own collecting. The page indicates that the items featured on the site will be updated daily and consist of sponsored listing.

Performative infrastructures:

Algorithms are a series of codes that commands the computer how to proceed through instructions and inputs to arrive at conclusions. Amazon uses algorithms to help cater to consumers and earn more revenue through their increases purchases. Amazon, like google, uses keyword searches to look up just what you are searching for. Amazon then uses those keywords to select categories that relate to your search and provide suggestions to the user. Amazon will also factor in your viewing history to give you more suggestions on products that are similar to what you have viewed. Your purchase history will also influence what Amazon suggests for you. Adding to your Wish List is another input for the algorithms that Amazon uses to add to the items it shows you. People will see suggestions for products based on all of theses inputs. Amazon tracks all of these inputs and helps cater to the consumer by giving product suggestion and related products as you shop. Over time your purchases and views are all added to the algorithms that help cater to you as a user. Amazon tracks all your purchases from the time you create an account and continually gives you better suggestions based on your views and purchases. (Keys to Understanding Amazon’s Algorithms, Sansevieri)

Structural Affordances:

Persistence - Product reviews are limited (Privacy)

Replicability - This does not necessarily apply to Amazon as there is not user generated content beyond product reviews.

Scalability - Also difficult to measure as there is not user generated content and everyone is able to view every product available.

Searchability- Able to find a vast amount of products through a search tool.

(Renninger, 2015)

Dynamics and Social practices:

Amazon is interesting as it is more of a Participatory Media Site than a Social Networking Site. Thus there is not a lot of social interaction involved in Amazon. The use of Wish Lists is one of the few ways to interact with others on Amazon as you are able to share what products you’ve put in your wish list so that others may view it and get an idea of what your interests are. The main dynamic of Amazon is that of a marketplace and retailer site online. Thus, as far as social practices are concerned, it is fairly constrained by its features and use. As there is not even a friend list there is a lack of public communication. The platform is very personal and intimate as you are the only one to see your purchases. The only counter public communication is in the form of negative reviews given to products. It is what you as a user want and others cannot view your purchase history or even your wish list unless they are given that information. Essentially this platform fulfills the wants and desires of the user without influence from other users on Amazon. However, there is a somewhat indirect influence in that you can rate purchases. This is the primary interacting platform of Amazon. Users may review and rate products and you can view the other products that users have reviewed giving weight to their reviews.

Polymedia environment:

There is little to no polymedia interaction with Amazon. It is pretty much limited to itself as the only thing you can really share is your Wish List. Amazon does not interact with other media sites as it is primarily a retailer of goods not a social networking platform. Users may interact with each other within Amazon but only by reviewing products and answering questions other users might have about products. It is a platform used by consumers who want to shop any place they are and at any time. There need not be much interaction beyond reviews though there might be a possibility of sharing your purchases on other media sites for more reviews or for fun.

Sources:

https://en.wikipedia.org/wiki/Amazon.com

http://www.fundinguniverse.com/company-histories/amazon-com-inc-history/