Amazon shoppers: I recently discovered a couple of nifty ways to save a little money at Amazon. First, as this article explains, if an item is marked down within 30 days of your purchase, you can use a refund request form to ask that the difference be refunded. Since prices are constantly fluctuating at Amazon, this seems like a great way to get the best price on whatever you’re buying. Second, users of Amazon’s search engine A9 can get an extra 1.57% off of all their purchases. It’s not a huge discount, but it can add up, especially on those big ticket items. Here’s how to qualify.
The effects of Amazon.com on the book industry, the debate as to whether it is good or bad for the cause of reading and literature, remains heated, and I find myself rooting both for and against Amazon. One thing that I AM decided on, though, is that Amazon watching is fun. Whether they are announcing a new innovation with a front page letter from CEO Jeff Bezos, like the recent introduction of the “Search within a book” feature, or just slipping new technologies quietly into their listings, there always seems to be something new popping up there, and each new feature seems like it generates another round of debate about this behemoth of a website. The feature I discovered yesterday isn’t likely to ignite too many debates, but I found it interesting nonetheless. Part of what is fascinating about Amazon is the way they turn the inner workings of their operation into content for the website. Features like Purchase Circles, “Customers who bought this item… also bought these books…”, and “Customers who bought books by this author… also bought books by these authors…, take information that typical companies guard closely and turn it into entertainment for readers and fodder for search engines. The new feature that I noticed the other day is called “Early Adopters.” According to Amazon, “These are the newest and coolest products our customers are buying. The following lists, updated daily, are based entirely on purchase patterns.” The term “early adopter” has more or less entered the popular vocabulary in recent years. Books like Malcolm Gladwell’s The Tipping Point have popularized the notion that there is a certain type of person that is predisposed to seeking out, learning about, and owning the newest technologies. This idea is based on the broader theories of an economist named Everett Rogers whose book Diffusion of Innovations (1965) explained that individuals could be divided into five categories based on their openness to innovations. 2.5% of the population are Innovators; these are the extremely adventurous, willing to take risks on unproven technologies. These folks pay top dollar to be some of the first people in the world to own flat screen televisions and Segways. 13.5% of the population are Early Adopters; these are the folks who have the insight to seek out the best of new technologies and with their buying power and word of mouth, they can turn an obscure new product into a household item. Early adopters are considered among the most important consumers in the marketplace, and when a new product is introduced marketers spend millions directing ads at this population, knowing that they can make or break their new product, a fact clearly not lost on Amazon in the naming of their new feature. The rest of the population is less exciting. The Early Majority (34%) is slightly more adventurous than average, the Late Majority (34%), slightly less. Then there are the Laggards (16%) with their rotary phones and wooden tennis rackets. Clearly, marketers have no patience for folks with more “classic” tastes, and the marketers at Amazon are likely no exception, hence their choice of buzz words. What’s interesting about the Amazon “Early Adopters” area is that, along with more typical applications like Electronics and Cameras, they apply the term to music and books, where new products are more likely to be derivative than innovative. Regardless of their intent, the algorithm used to generate the list for books needs some work, since the list is clearly made up of books that are being purchased in bulk by students, churches, and self-published authors, not books that are being purchased by folks with literary tastes on the cutting edge.
The holidays are nearly upon us, and longtime Millions reader Laurie wrote in to share a number of ways to give back with books this year.Room to Read works in developing countries with low literacy rates to create kids books in local languages using local writers and artists.A Peace Corps rep asks for books in Honduras.Laurie also adds: “Our local B&N is conducting a book drive to put new books into the hands of local kids who would otherwise not have any to call their own. B&N will only accept books bought in the store, though (or, one clerk told me, ‘possibly books that look new if you can show a receipt for them’). I understand the need to provide a poor kid something new, not a ‘hand-me-down,’ but this approach is so self-serving it detracts from the charitable aspect. Then again, it puts more new books in the hands of kids who have none in their homes, so maybe turning charity into a for-profit business tactic isn’t totally evil? Or maybe donating to a nonprofit like First Book is a better choice.”Here are more links to nonprofit book charities:Directory of Book Donation ProgramsBring Me a BookEthiopia Reads
It’s come to our attention that one of this season’s ballyhooed debut novelists goes by the handle Andrew Foster Altschul. Now there are a number of reasons for using the middle name – maybe he’s into trochaic hexameter; maybe he’s from a Spanish-speaking country; maybe he wants to avoid being confused with that other Andrew Altschul (we can sympathize). But it also occurred to us that, given the cover design for Mr. Altschul’s 600-page debut, Lady Lazarus, customers who forgot to bring their glasses to the bookstore may mistake the novel for some new release by David Foster Wallace. Which, marketing-wise, could turn out to be a happy accident. If all goes well, we’d like to see marketing departments rebrand some of their top-selling authors. Coming soon to a book jacket near you:Chuck Kloster Fosterman, Wallace Foster Davidson, Robert Froster, William Faulkster, Jonathan Safran Fo(st)er, E.M. Fo’ster, J.K.F. Rowling, Kaye Foster Gibbons (author of Ellen Gibbons Foster), Alfred, Lord Fostrington, The Marquis de Fosterford, Foster Coraghessan Boyle, Foster Madox Foster, Haldor Foster Laxness, and Fabriel Fostria Farquez?