Marketing Currents - Business and Marketing Current Events

Why Amazon makes you click a box to redeem coupons


Saving money can take a little extra effort: clipping coupons, searching for a promotional code, signing up for an email list….But Amazon sometimes makes us check a box to save. Huh? Those orange “coupon” banners below the price on Amazon’s online store are a head-scratcher.

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Discussion Questions:

  1. What is promotion?
  2. What is a coupon?
  3. Why do brands offer coupons?
  4. What type of promotion might best describe coupons?
  5. Why do you think Amazon sometimes offers coupons?
  6. Have you ever used a coupon on Amazon?
  7. What is consumer behavior?
  8. Why do marketers study consumer behavior?
  9. What is “cart abandonment” and how does it illustrate the concept of consumer behavior?
  10. Why is cart abandoment a concern for online retailers?
  11. Based on information from this story, explain why Amazon requires shoppers to make an extra click to reeem coupons.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.