Amazon’s data-driven bookstores
Over at Recode, Dan Frommer has a look inside Amazon’s first NYC bookstore, opening Thursday in the mall in the Time Warner Center. I haven’t visited any of Amazon’s stores yet (they’ve got several around the country), but what I find interesting from the photos is how up-front they are about the shopping experience being data driven. There are signs for books rated “4.8 Stars & Above”, a shelf of “Books Kindle Readers Finish in 3 Days or Less”, a section of “If You Like [this book], You’ll Love [these other books]”, and each book’s shelf label lists the star rating and number of reviews on Amazon.com. Another sign near the checkout reads “Over 7950 Goodreads members like this quote from Cassandra Clare’s Clockwork Prince: ‘We live and breathe words.’”
Other bookstores have books arranged according to best-seller lists, store-specific best-sellers, and staff recommendations, but I’ve never seen any store layout so extensively informed by data and where they tell you so much about why you’re seeing each item. Grocery store item placement is very data driven, but they don’t tell you why you’re seeing a display of Coke at the end of the aisle or why the produce is typically right at the entrance. It’ll be interesting to see if Amazon’s approach works or if people will be turned off by shopping inside a product database, a dehumanizing feeling Frommer hints at with “a collection of books that feels blandly standard” when compared to human curated selections at smaller bookstores.
P.S. So weird that there’s no prices on items…you have to scan them with a store scanner or a phone app. Overall, the store feels less oriented towards its book-buying customers and more towards driving Prime memberships, Amazon app downloads, and Kindle & Echo sales (which might be Amazon’s objective).
Update: Jia Tolentino on Amazon’s stores.
The store’s biggest shortcoming, though, is that it is so clearly not intended for people who read regularly. I normally walk into a bookstore and shop the way a person might shop for clothes: I know what I like, what generally works for me, what new styles I might be ready to try. It was a strange feeling, on Thursday, to do laps around a bookstore without feeling a single unexpected thrill. There were no wild cards, no deep cuts, no oddballs — just books that were already best-sellers, pieces of clothing I knew wouldn’t fit me or that I already owned.
Tolentino also notes that the fiction section in the NYC store contains fewer than 200 different titles.