December 29th, 2008 | 2 MIN READ

Amazon Ditches Better Together for Bundles

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

Get Elastic reader and ecommerce blogger Scott Wilson (aka That Software Guy, The Cart Blog and @thatsoftwareguy) informed me today of a new merchandising tactic on Amazon. It appears Amazon has replaced its "Better Together" cross-sells with bundling. Of course, this could be a split test, but Scott and I both can see this technique in action when we visit Amazon.

Before - Better Together

Screenshot credit: Register Hardware

After - Frequently Bought Together

The customer now has the option to add all 3 to the cart, or pick of the 3. Giving the customer some choice but not too much choice is key here. I imagine the uptake would be far lower if the customer was presented 5 or more choices, simply because it requires too much thinking and could cause a "paradox of choice."

Word choice: Frequently Bought Together vs. Better Together

Though Better Together sounds more smooth, it could be that there is a higher degree of social trust with "Frequently Bought Together" -- it's more clear on why the cross-sell is presented (rather than head scratchers like marmite and .Mac software. Of course, this could be a short-term test.

I also spotted some product pages pitching "Best Value" cross-sells rather than "Better Together" which may be more appropriate in this economy:

Personally I think this is a great idea, and it's another reason I'd love to be a fly on the wall in the Amazon web analytics war room.

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