Amazon launched a new tool for branded sellers called Product Selector that lets them guide shoppers to the product that’s the best fit for them. Or, in Amazon’s words, “helps advertisers promote the right products to shoppers based on their needs.” An alert reader found a reference to the tool at the bottom of a recent email for Brand Stores that explained:
Just arrived! Meet Product Selector
Create interactive quizzes that guide shoppers to their perfect products. From your store builder, simply add “Product Selector” to any page, customize your questions, and match up to 35 products to help guide customer choices. Learn more.
The “learn more” link took the seller to a landing page where it states:
“Product Selector is a tool that helps shoppers find relevant products, by prompting them to complete a short quiz. Based on the shoppers responses, the tool recommends products that fit their specific needs. Only products that match all responses are shown. You can setup the questionnaire and customize the look to create a branded experience for your customers.”
It’s best understood by looking at an example provided on the Product Selector landing page. A brand for hair care products might ask the following questions and provide answers from which shoppers can choose:
- What is your hair type? – Straight, Wavy, Curly, Coily
- How often do you wash your hair? – Daily, Twice a week, Weekly
- How does your scalp feel after washing? – Dry, Balanced, Oily
So, for example, a brand that offers “Clarifying Shampoo” suitable for oily scalps could map that shampoo to all hair types and washing frequencies, but only for the “Oily” scalp option.
Product Selector launched at the end of 2024. An Amazon spokesperson said, “We continually explore ways to help brands build meaningful connections with customers, and the product selector feature in brand stores is one of the new ways we’re doing this. We’re excited by the positive response from brands and will continue to find new ways to support their growth.”
Amazon said Product Selector’s design is tailored for self-service brands and can be setup in about 20 minutes.