The populism of Amazon’s real-world bookstores
Voracious reader Tyler Cowen recently visited an Amazon Store for the first time and posted some impressions.
1. It is a poorly designed store for me, most of all because it does not emphasize new releases. I feel I am familiar with a lot of older titles, or I went through a more or less rational process of deciding not to become familiar with them. Their current popularity, as measured say by Amazon rankings, does not cause me to reassess those judgments. For me, aggregate Amazon popularity has no real predictive power, except perhaps I don’t want to buy books everyone liked. “A really smart person says to consider this again,” however, would revise my prior estimates.
6. I consider myself quite pro-Amazon, still to me it feels dystopic when an attractive young saleswoman says so cheerily to (some) customers: “Thank you for being Prime!”
Some of his observations match those of other reviewers from when the store opened back in May. On my last trip to NYC, I visited the same store as Cowen (also for the first time) and it didn’t change my opinion about the visibility of the data in the store:
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.
Walking around, I half-expected to see SQL queries accompanying some of the displays — “SELECT * FROM books WHERE rating > 4.8 AND pub_year = 2017 ORDER BY number_sold”. Amazon definitely needs to figure out how to get a little weird into their stores, a little of the human touch. Toning down the data talk would help. A more casual typeface might work too — not Comic Sans but perhaps something at least approaching handwritten? They’ve got so so much data about how people buy books…they just need to be more clever about how they slice and dice it. Maybe look for books that exhibit the Napoleon Dynamite Problem? Find people with interesting wishlists?
Ultimately, I didn’t buy anything either.
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