Amazon cross-selling case study: steal from the best online retailer

amazon cross selling

Amazon is considered the biggest global marketplace, and it provides customers around the world with various types of products. Thanks to its outstanding cross-selling strategies, it earned billions of dollars every year and became a role model for other businesses to learn from. Therefore, today we will investigate the Amazon cross-selling case study to help you understand why Amazon succeeded in cross-selling and learn something interesting from this case study.

Learn From Amazon Cross-selling Case Study

Data-Driven Approaches

Data is always a trustworthy source for businesses to make appropriate decisions. All the cross-sell ideas were built based on the customer and selling data. Amazon equipped tracking tools to record customer behaviors, purchase history, search history, and recent views. Therefore, Amazon will utilize this information to generate well-matched approaches to customers. The information that closely sticks to reality can give the best results for selling performance. Moreover, data can help the business personalize its approaches and pay more attention to each customer rather than conducting useless mass approaches. As a result, the customers will feel satisfied and engaged with the businesses.

Personalized Emails

Sending emails is one of the most powerful approaches to directly communicating with customers. Amazon takes advantage of customers’ data to send personalized emails to different customers. Personalized emails are not just emails with customers’ names on them; the content of emails needs to relate to customers’ demands, concerns, and expectations of your products. It is undeniable that investing in personalized emails is a more complicated task, but the results it brings to your business might be over-expectation. For example, if the system detects a shopping cart abandonment incident, the system can automatically send reminder emails and convince customers to finish orders.

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Personalized Product Recommendation

Thanks to personalized product recommendations, Amazon has sold millions of products every year. Based on the customer data, Amazon can comprehend what each customer needs to recommend related products. For example, if a customer recently purchases toys, clothes, and other stuff for kids, Amazon also suggests some raincoats for them when they search for a raincoat. The personalized product recommendation requires a high level of accuracy to keep customers satisfied and avoid cart abandonment; therefore, it may be difficult for business runners to conduct these tasks by themselves. Fortunately, if you are using the BigCommerce platform, Order Booster is truly your solution. You can set the recommendation rule, and it can run product recommendation campaigns automatically based on your rules, customers, and selling data.

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Offer Free Shipping

Most customers are willing to abandon their carts due to the costly shipping fees. Amazon has understood and they offer free shipping for over $25. When the customer updates their accounts, Amazon Prime provides customers unlimited free shipping, and the delivery will arrive within 2 days. Amazon has alleviated the shipping cost burden for customers and motivated them to place orders.


This Amazon case study has inspired a lot of business runners to launch cross-selling campaigns. Thus, we hope that you can learn something innovative from this global eCommerce giant.


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