I was shocked today when I clicked on my AMAZON GOLD BOX and all of my offers were of a power tool variety. What the? I’ve never purchased power tools from Amazon. Come to think of it, research shows that I’ve never even purchased a power_tool_like book on Amazon. Even my wish list is devoid of anything remotely hardware-like.
I wracked my brain trying to think why they’d think I’d jump at a DeWalt DW788 20″ Variable Speed Scroll Saw. Then it struck me, I looked at a circular saws last Christmas. To my knowledge, that is the only hardware related query which has passed between Amazon and me in a great many years.
And, yet, here is my Gold Box… full of INCREDIBLE HARDWARE DEALS.
As marketing gimmicks go, Amazon’s Gold Box has grown on me. The pitch goes like this: Every 24 hours, you are presented with five items which are allegedly discounted more than usual. If you choose to buy it, YAY FOR AMAZON, if you pass on it, then you’ll never see that offer again. Really, it’s just a high tech version of the “Boy, Do I have a deal for you, BUT YOU MUST ACT NOW!” con.
What makes the con work is simple. Amazon has gone to great lengths to carefully watch every single move you make while on their site. The Gold Box hardware experience is yet another piece of tangential evidence that, while logged into the site, Amazon records EVERY SINGLE MOVE you make.
This is not a new revelation, I realize. The revelation is that Amazon has, at its disposal, a tremendous rich profile of who you are and what you like. Privacy dorks probably never login to Amazon, but, then again, their Gold Box is probably full of Winnie the Pooh puppets. I, personally, don’t mind getting offered stuff I might actually be motivated to buy.