Consumer Insights From Amazon Product Results

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Posted on Jul 30, 2020

Introduction

I used Selenium to scrape the product results from an Amazon query to gain customer insights and deliver a customized product. This query was done on all English Amazon sites. Data analysis was done in Jupyter Notebooks.

This project was a proof-of-concept to show that it is possible to gain consumer insights from Amazon product results that would then be used to create and deliver a customized product. 

Selenium was used to scrape the results from the query “improve my life” on the seven English Amazon sites.

Australia: https://www.amazon.com.au/s?k=improve+my+life 
Canada: https://www.amazon.ca/s?k=improve+my+life 
India: https://www.amazon.in/s?k=improve+my+life 
Singapore: https://www.amazon.sg/s?k=improve+my+life 
United Arab Emirates: https://www.amazon.ae/s?k=improve+my+life  United Kingdom: https://www.amazon.co.uk/s?k=improve+my+life 
United States: https://www.amazon.com/s?k=improve+my+life 

Datasets

There were three datasets in total. Two were the first page search results from each country, one of which was sorted by “Avg. Customer Review.” The last dataset included pages beyond the first page.  Here are a couple “stats” why the first two datasets were important despite their small size:

  1. 54% of product searches start on Amazon versus traditional search engines like Google and Bing.
  2. 70% of Amazon customers never click past the first page of search results
  3. https://www.webfx.com/blog/internet/amazon-search-result-infographic/

Additionally, it was important to collect unsorted data, as the results would largely be the result of Amazon’s ranking algorithm “A9” and advertising strategies, since there would not be any customer data to tailor results to. The products displayed would reflect a combination of what Amazon thinks I want to buy and what Amazon thinks I should buy. 

The data columns (variables) were as follows:

  • Country: Website Country
  • Title: Product Title
  • Rating: Customer Rating.
  • Price: Product Price
  • Sponsored: Sponsored Items (Boolean)
  • Form: Type of Product (i.e. Book)

The number of total search results and the number of items displayed on each page for each query were also stored.

Word Clouds

I created word clouds from the text in the product titles to provide a visualization of the frequency of words per country. These word clouds only represent the multiple result pages, but one may be able to glean information if these were created for the first page results as well. If I were selling a book in this category I would want its title to include some of the largest words in my country of interest.

Australia
Canada

India

Singapore
United Arab Emirates

United Kingdom

United States of America

Besides the obvious cultural differences that likely contributed to different word distributions, it would be interesting to see if one could determine any other factors at play.

N-Grams

I made n-grams from the titles as well. An n-gram is a set of co-occurring words which are ranked according to the amount of times they appear in a given text. The images below would be more insightful if they were country-specific, rather than a collection of them all. That would be an avenue I’d take in the future to aid in the data visualization. 

Unigram
Bigram

Prices

I was interested in what I could garner from the prices since I would price my product accordingly if I was developing one. So I converted the prices to US Dollars and made a few graphs. I will share a couple below.

What's Next?

The next step would be to continue exploratory data analysis on product reviews for books, as books were the overwhelming form present in the search results. Here’s what I’d do:

  • Scrape review and product data related to my query.
  • Focus on books with titles I’m interested in.
  • Extract customer sentiments from the review texts and determine what they appreciated the most about the books.
  • Determine what had the largest effect on product popularity and find patterns amongst the top and bottom products. Pricing, rating, responses to questions, number of reviews, pictures, product description, sponsored, and word choice are a few things to be considered.

About Author

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Tyrone Wilkinson

Bachelors in Computer Science from Columbia University. Worked in IT for ~5 years. Interested in working in Tech Industry (i.e. Neon AI, automated driving)
View all posts by Tyrone Wilkinson >

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