Careful study of Amazon.com reveals design treasures of surprising value. Jared Spool has studied Amazon for years and developed insights into which design elements create more sales, and why. But he cautions designers not to copy Amazon blindly. Some features only work for the dominant on-line retailer. Some don't even work for Amazon, whose site is peppered with "dead soldiers," the remnants of abandoned experiments. Along the way, Jared points out funny effects of Amazon's automation at scale, like long, literary customer reviews of a gallon of whole milk.

Amazon.com has a long history of constant evolution, its designers finding the best way to sell products and receive customer feedback. Jared describes features that increased sales and consumer satisfaction, including product pages with many ways to buy, personalized recommendations, customer reviews, and even ratings on those reviews. He demonstrates how these features are wielded effectively by Amazon, but also why other companies might want to think twice before using them.

Jared explains how it is that Amazon really can sell each item at a loss and make it up in volume. Hint: Turn over your inventory before the supplier's invoice is due!

He sums up the treasures he discovered:

• Engage your users by delivering great content.
• Don't be afraid to try new ideas.
• Reduce "tool time," the time visitors spend on logging in and otherwise dealing with the web site as a "tool." Instead, help visitors focus on "goal time," the time they spend moving toward the goal that brought them to the site. In the process, build visitors' confidence. Help them understand and trust the web site.
• Never forget the business. Start with a great business model and ensure everyone working on the web site understands it.