"The Long Tail" coined by Chris Anderson, exploited by Amazon.

Writing about web page http://longtail.typepad.com/

Having touched on ‘The Long Tail’ in my previous post, pondered about the many long tails within the overall long tail of search queries, I went back to Chris Anderson’s book, The Long Tail – Why the Future of Business is Selling Less of More, Hyperion, 2006.

I first read the term in Anderson’s Wired article back in 2004. His Blog, see link above, carries the discussion forward to the publishing of his book and beyond.

Chris introduces the tremendous opportunities of selling to the endless niches that make up the long tail of search queries. He uses Amazon and eBay as examples of businesses that have grown by selling to the long tail. Up to 25% of Amazon’s lines are thought to be unavailable through more traditional physical stores. Remembering that a good bookshop was always willing to order a title if you knew to ask, this is quite notable. On eBay markets can be made for the rarest and strangest of things.

The point that I had missed is how Amazon conciously directs customers into the long tail where Amazon have less competition and provide the widest choice.

“If you like Britney you will love … Pink” -> No Doubt -> Selector.

In three steps from #340 to #32195 in the Amazon sales rankings. (Data and numbers from Amazon quoted in the 2004 Wired article.)

Robert McGonigle : 31 Jan 2007 21:22 |  Tags: Amazon Long Tail Niche Marketing |  Comments (0) |  Report a problem