Amazon’s daily deal biz in personalization push

May 2, 2012

AmazonLocal, Amazon.com’s daily deal business that competes with Groupon Inc, is trying to make its offers more relevant to subscribers by asking them for more information on what they’re interested in.

AmazonLocal sent an email out on Wednesday asking subscribers to answer questions on what they like and dislike.

“You’re one click away from personalized deals,” AmazonLocal wrote in the email. 

After clicking through to AmazonLocal’s web site, subscribers were asked to rate more than 30 different types of deals, ranging from Adventure & Recreation to Massage, Sports & Outdoors and Cafes & Casual Dining. Subscribers could click on one of three buttons for each category, Like, Neutral or Dislike.

The more subscribers fill this information out, the more information AmazonLocal will have to help it decide what deals to send to which people. The more relevant the deals, the more likely people are to buy them.

AmazonLocal may have an advantage over other daily deal businesses, because Amazon already has massive amounts of data on the purchases of millions of customers who shop at Amazon.com.  

Indeed, AmazonLocal’s Privacy Notice says: “If you have an account on www.amazon.com and a cookie from that site, information gathered by AmazonLocal may be correlated with any personally identifiable information that Amazon.com has and used by AmazonLocal and Amazon.com to improve the services we offer.”

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