On Amazon product pages, there are 5 marketing strategies to increase order rates, including: social proof, perceived value pricing, scarcity and urgency, direct purchase buttons, upselling and cross-selling.
Community Proof:
When customers browse products, they first look at the yellow stars (ratings) - indicating how many people like (or dislike) the product. Amazon puts this community proof front and center.
Perceived Value Pricing:
Amazon always seems to be “selling low” by removing the “original” price, displaying the “discounted price”, emphasizing free shipping on orders over $25, and reminding customers how much dollars and percentages they have saved to show how good the deal is. Additionally, Amazon has a complex dynamic pricing strategy and its prices fluctuate frequently. This is done to ensure that customers see Amazon as the most affordable platform to buy from.
Scarcity and urgency:
Amazon uses a sense of urgency to tell buyers that they must order within a certain time frame if they want the product to arrive by a certain date. This increases the chances of people buying on Amazon rather than elsewhere because if they buy quickly, they can get the guarantee that it will arrive tomorrow.
One-click buy button:
To prevent cart abandonment, Amazon has built a system that allows people to shop with just one click (after entering and saving the checkout form, only one click is required to pay and fill in shipping information). This makes buying things too easy and fast, so customers don’t have time to reconsider their purchases.
Upsell and Cross-selling
Amazon upsells and cross-sells in four ways: personalized search (allowing customers to search for related products based on what they purchased, bundled offers and "frequently bought together", "products related to this", "customers who bought this also bought", product comparison charts, "users who viewed this item also viewed", "your recently viewed products and featured recommendations", etc.
