Amazon is one of the great marvels of modern life. It’s got almost every product in the physical world available for purchase through either itself or its partners. It also sells a sizeable chunk of digital content for people to delve into. Any product you want can be had within 2 days across the whole of the United States. On and did I mention they benefit from economies of scale to such an extent that you will almost never find the product cheaper elsewhere.
Sounds great when you put it like that. But I have a problem with Amazon. I have a problem with the fact it’s too big, too ugly and treading its toes in areas where that ghastly logo should never of trodden.
Ill start with the web store. So nearly everything I have purchased since living in the US has come from Amazon. The five star rating system is awful. I’ve never liked it. Never will. 10,000 people can say 5* but if one person gives it a 1* and gives a good review and reason it changes the whole purchase. Not only that but you might buy a product that’s rated 7/10 but you would think twice about a 3.5/5. The fact that everyone and their mums seems to write a review on Amazon is great but some reviews are too bad and should be removed. People have written reviews like “this TV is awful because I have a cat”. It’s nonsense and useless.
Another problem with the store is its vastness is its own enemy. I once thought up an idea for a website that sold only 5 laptops. Each of the 5 would have been carefully selected as best in its price range because every day of every week someone will ask me to recommend the, a computer, I then have to go thoroughly searching the web for something in their price range. Not if I ever get round to building that site. Amazon could do something similar. There’s about 500, mid range laptops with 100+ reviews and cost between $300 – $500. That’s far too much how is anyone meant to make that decision quickly. You’ll of read reviews from countless websites, countless pro-viewers and magazines before you know. That then defeats the object of how online shopping is meant to be fast.
Books. Amazon is so famous for its books. Do you know how hard it is to find a good read on the Kindle store? Amazon needs to work out a way to recommend books better and that does not mean using the same algorithm they have used for the recommended products section. The iBooks store is ten times better than kindle and had it now have the iDevice restriction, I would of jumped ship a long time ago.
Ugliness. Amazon is disgusting to look at. This could be equally to do with the sheer amount of products they have, it’s pretty hard to make a lot of anything look glorious but they’ve got some pretty smart heads down at Amazon. Maybe someone from the creative department needs to be fired. The logo is disgusting. Dated and horrible which bring me right on to my next point.
Technology. The Kindle is a fantastic device. It’s been designed and manufactured very well but it’s ruined by the Amazon logo. What Amazon needs to do is create a sub-brand for its technology arm. Call it A or something. Short, simple and with a gorgeous logo. I don’t want to buy an Amazon TV box that I turn on and see the ugly logo rearing its head again. It’s the equivalent of using TESCO mobile. Tesco mobile is cheap and functional but it’s so ugly and frowned upon people avoid it even though it does good things. That’s exactly why I would always pick up an Apple device over an Amazon device. Apple make beautiful things and they are first and foremost a tech company and secondly a retail company. I’d be much more likely to buy a Amazon laptop if it was called something simple like the A book and had a fantastically good logo. Branding is everything. It’s why Apple has done so bloody well.
I’m not suggesting Amazon is going to go out of business any time soon. They want to penetrate every market they are in further and further but realistically there is potential for a good looking rival to come and pick away at their market share on in the case of technology, prevent them making ground. It’s not just me that’s a picky person now either. People are more conscious of things look than they ever have been before. It’s just a shame Amazons nicest logo (A9) is used for cloud services and has that ghastly arrow on it.