It's gotten to the point where I'd like to start over with Amazon. I'd like to set up a new account. I've had the same account forever. I've purchased some of the first toys for my children, books for my family, a DVD player, two in fact. Countless CDs, video games, DVDs, magazine subscriptions, software, books for work, books I worked on, a stud finder, an Aquapet, a Swiss Army Knife, books on Buddhism, books on wood working, and every CD by fIREHOSE. On and on. Most of the gifts I've purchased over the years have come from Amazon. My cart is filled with crap that I'd like to get one day, and my Wishlist overflows with the hope that someone I know will think of me. I've used their Recommendations "Wizard." I've "Improved My Recommendations." I've rated products and written reviews. I've put a lot into Amazon.com and given them a lot of money...
Let me get to my point. Even though I've done all these things, I still don't think Amazon knows who I am. Even though they greet me by name, they still recommend products that have nothing to do with my interests. One time Amazon thought I was gay. (Granted, maybe it knows something I don't...)
Collaborative filtering has its limits. Am I that diverse? Am I that unique? No. I buy lots of gifts for other people. It uses that information to make recommendations for me. It places too much importance on what I have purchased and not enough on what might be in my wishlist or cart. It doesn't place enough importance on what I review or rate. I'm not a 7 year old girl, a 5 year old boy, a woman interested in kniting, or a Jazz musician/communist. The people I purchase gifts for are. If I want to remove these identities from my profile, I would have to do a lot of work. ("Not Interested," "Check to use to make recommendations," save, save, continue, save). There has to be a better way.
If I'm buying a gift I should easily be able to change the Amazon site to a gift giving mode. The view should change, the voice. It should guide me to gift purchases. Hell it should know the profile of my recipients, either I've purchased for them using Amazon or they have their own accounts. It should ask... "Who are you shopping for today, David?" Searches should be by recipient profile, recommendations should be by recipient profile. etc. It would be a clean separation and a cleaner experience. I could then toggle between recipients in one shopping trip. Even toggle to myself.
I've noticed flaws in Amazon's search lately as well... I also have a problem with their inconsistent presentation of the logged in state, the crazy tabs, the search box moving all over the place, and A9 popping in and out on different pages... but now I'm sounding bitchy.
Right now I'm going to purchase an action figure, a book on the SCRUM software development process for work, some vitamins, and a hammer. I wonder who Amazon thinks I am? Who does Amazon think you are? Is it getting to the point where it doesn't matter?
