Personalization Strategies Used by Amazon to Upsell and Cross-Sell Products

Amazon is a master at upselling and cross-selling products. By using personalization and other marketing strategies, Amazon is able to suggest items that you may be interested in, based on past purchases or search history.

Amazon reports that cross-selling and upselling generate as much as 35% of overall profits. Personalization plays a key role here as it allows Amazon to show you relevant products that you might not have considered otherwise.

Need for personalized recommendations for online store

All major brands use personalization to increase customer satisfaction and loyalty while reducing shopping cart abandonment. Personalized product recommendations help website owners to upsell and cross-sell, resulting in increased revenues.

While there are many benefits of using personalized product recommendations, remember that personalization strategies must be appropriate to be effective. Personalized product recommendations should be relevant to the customer’s needs and wants and not overly intrusive or pushy. When done correctly, customized product recommendations can be a valuable tool for eCommerce businesses.

How to kill it like Amazon with personalization

Here are some strategies to upsell and cross-sell products with product recommendations like Amazon.

Home Page Recommendations


When you land on Amazon, you’re immediately greeted with products that have been personalized just for you. Based on your browsing and purchase history, Amazon shows you products you’re likely interested in. And if you’re not sure what you want, they also provide helpful product recommendations.

Personalization not only keeps users engaged on-site, but it also leads to more sales. When shoppers see relevant products, they’re more likely to add them to their cart.

Amazon uses various types of product recommendation widgets on the homepage, such as:

  • New products and collections
  • Based on your recent browsing history
  • Recently viewed products and
  • Related products 

Product Page Recommendations

Shoppers will likely leave your online store with just one product if they don’t find anything else in the product page. Product page personalization is key to driving conversions. By showing shoppers similar or complementary products, you can give them the nudge they need to keep browsing and eventually buy something from your store.


Think about it – when was the last time you reached the end of a product page and didn’t see any further recommendations? If you need help remembering, that’s because most stores have some form of cross-selling or upselling on their product pages.

If you still need to start doing this, then you’re missing out on a huge opportunity to increase your conversion rate and average order value.

Cart Page Recommendations

When it comes to personalization, upsells and cross-sells, the cart page is one of the essential pages on your website. You can increase AOV and boost your bottom-line revenue by placing recommendations on your cart page.


A few things to keep in mind when creating cart page recommendations

  • Personalization is key. Make sure to recommend products that are relevant to your shopper’s interests
  • Upsells and cross-sells should complement each other. Offering too many options can be overwhelming, so focus on a few essential items
  • Be strategic about the placement of your recommendations. The cart page is prime real estate, so make sure your suggestions are visible and easy to add to the cart
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Thank You Page Recommendations

Your existing customers are your best bet when making a sale. The probability of selling to an existing customer is 60-70%.

With the right strategy, you can easily convert shoppers on a thank you page. Upsells are a great way to show your customers that you have other products that may interest them.

Cross-sells are also a great option, as they allow you to show your customers other products that complement their purchased products. This helps to increase customer satisfaction, as they know that you are looking out for their best interests.



Both strategies can be highly effective, but choosing the one that makes the most sense for your business is important. If you are still deciding which approach to use, consider testing both options and seeing which one performs better. Thank you pages are an excellent opportunity to increase sales and conversions, so be sure to make the most of them!

Personalized Email Marketing

Email marketing is a great way to keep in touch with your customers and promote your products. It allows you to segment your audience, personalize your messages, and set up targeted email campaigns. By targeting customers who have already shown an interest in your offer, you can increase the chances of making a sale.


There are a few things to keep in mind when using email marketing for retargeting customers:

  • Your subscribers are more likely to engage with an email that feels like it was written just for them. Include their name in the email’s subject line and body, and ensure the content is relevant to their interests
  • Use upsells and cross-sells to increase your average order value. If a customer has already bought from you once, they’re more likely to do so again. Offer them related products or services that complement what they’ve already purchased
  • Keep your tone professional but friendly. You want to sound like a trusted advisor, not a pushy salesperson

Personalised Web Push Notifications

You can use web push notifications to keep shoppers engaged with your brand after they’ve made a purchase. By personalizing the content of your notifications and promoting products that complement what they’ve already bought or shown interest in by visiting a product page recently, you can encourage shoppers to return to your store again and again.

For example, if a shopper has bought a new laptop, you could send them a web push notification promoting a slipcase for their newly purchased laptop or lap desk.

When you send a web push notification, it is sent directly to the shopper’s screen, making your message highly visible and difficult to miss.


This channel is perfect for cross-selling. By personalizing the web push notification, you can ensure that it is relevant to the shopper and more likely to result in a sale.

So remember to take advantage of web push notifications – they could be the key to turning one-time shoppers into lifelong fans of your brand!

Use SMS for Retargeting customers 

Text messages have a 209% higher response rate than a phone, email, or Facebook. They are a great channel to retarget existing customers and can also be used to upsell and cross-sell products.


When used correctly, SMS can be an extremely powerful marketing tool.

Here are a few tips on how to use SMS for retargeting customers:

  • Personalize your messages: personalization can result in a 26% increase in click-through rates. Personalization can be as simple as using the customer’s first name in the message
  • Time your messages correctly: make sure to send your messages when the customer is likely available to read and respond to them
  • Keep your messages short and sweet: customers are more likely to engage with a brief and to-the-point message.


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Click to book a demo version

Retargeted Ads

Retargeting ads can be a great way to boost your sales and conversions. By showing relevant ads to people who have already shown an interest in your products, you’re more likely to get them to make a purchase.

There are a few different ways you can retarget your ads. One way is to show people ads for products they’ve viewed on your website but didn’t purchase. Another option is to show people ads for products similar to what they’ve shown interest in the past.


Both upsells and cross-sells can effectively retarget, so test different approaches to see what works best for your business. You can also vary your ad copy and imagery to see what resonates most with your audience.

The more relevant the ad is to the individual, the more likely they are to take action. So take the time to segment your audience and create targeted ads that meet their needs and interests.

Using these strategies like Amazon does on your eCommerce store, you’ll create a more personalized experience for your Shoppers. Regardless of the strategy or platform, ensure you address your audience’s specific needs. By doing so, you’ll be on your way to growing your revenue and taking your business to the next level.

Shelly Parker

Shelly Parker