Do you ever wonder how online shopping giants like Amazon make us feel the urge to click that “Buy Now” button? Well, it turns out they’re using some clever tactics that are usually seen on your traditional direct-to-consumer websites. What compelled me to write about this today is the latest Cart/Purchase Timer to claim my deal this weekend. Let’s explore the world of Scarcity Marketing and how Amazon, Walmart and many others use it to make shopping even more exciting.
- Limited Availability: Have you noticed that some products on Amazon show “limited availability” or “almost out of stock”? This is a classic scarcity tactic. By suggesting that there’s only a small quantity left, Amazon is encouraging shoppers to act quickly before the product disappears. If you’re a seller using FBA, that is something you can’t control, but you can with FBM.
- Cart or Purchase Timers: When you add an item to your cart or during the checkout process, you might see a timer ticking down. This creates a sense of urgency, making you feel like you need to complete the purchase before time runs out. It’s like a virtual countdown to snag that item before it’s gone – and yes, I saved $1.50 on this order.
- Early Access Discounts for Prime Members: Amazon offers special discounts for Prime Members, creating a sense of exclusivity and reward for loyalty. This tactic not only encourages people to sign up for Prime but also makes them feel special for being part of an exclusive club. Target has Target Cirle and Walmart has Walmart+.
- Limited-Time Sales – Lightning Deals and Prime Day: Lightning Deals and Prime Day are perfect examples of limited-time sales. Lightning Deals are short-lived discounts on various products, while Prime Day offers exclusive deals for a limited time. These events create a shopping frenzy, with customers eager to catch the best bargains before they vanish.
- Next-Day or Same-Day Delivery Countdowns: Amazon often displays countdowns for next-day or same-day delivery options. This tactic plays on our desire for instant gratification. The countdown adds excitement, making you feel like you’re racing against time to receive your purchase as quickly as possible. Yes, I want my Stanley look-alike bottle by tomorrow! (BTW, I didn’t see any Stanley ads on this product page)
- Special Edition Products, Exclusives, Only At… : Ever come across products labeled as “Amazon Exclusive” or “Only at Best Buy”? These exclusive items are designed to make you feel like you’re getting something unique that’s not available everywhere. It adds a touch of exclusivity to your purchase.
- Badges: Amazon uses badges like “Best Seller” or “Amazon’s Choice” to highlight certain products. These badges act as virtual endorsements, guiding shoppers toward popular or recommended items. It’s a subtle way of creating a sense of scarcity around the best products.
- Social or FOMO Proof Nudges: Here’s my prediction, Amazon and other major marketplace websites will start using nudges that show someone from your area just signed up for Amazon Prime or just bought this item in your area.
E-commerce use of scarcity marketing is a classic digital marketing trick, making the online shopping experience more thrilling and dynamic. So, the next time you’re scrolling through Amazon, keep an eye out for these tactics, and you might find yourself falling for the excitement of limited-time offers and exclusive deals.