The store echoes emerging shopping habits, shifts that become more pronounced as younger consumers gain spending power. (Millennials, for one, have already displaced baby boomers as the nation’s biggest buying group.)
More than half of millennials and their younger Generation Z counterparts use social media to solicit opinions while shopping, and more than 40% have made a buying decision based on feedback from their network, which is made up mostly of their peers, according to a new consumer survey by HRC Retail Advisory.
Echoing that shift, the Amazon store is built around social selling, touting a book’s merit and popularity via data crowdsourced on its site.
Store displays and shelf tags are festooned with customer-review metrics like, “95% of reviewers rated this item 5 stars,” “books with more than 10,000 reviews on Amazon,” and “fewer than 10 reviews as of 5/10/2017" — as if to serve as a warning.