User testing shows search is the most important navigation path for online shoppers. Poor site search is inexcusable in 2006. So why is search so poor at Amazon? They own A9, for goodness sakes! A single typo when searching Amazon -- no results. Similar word substitution when searching Amazon -- no results. (Google knows what I really mean when I type "surowiecki wisdom of crows", why doesn't Amazon?) What might really good site search do to AMAZN revenues? Or, as such a dominant e-retailer, do they assume shoppers just will keep querying until they find what they want, knowing AMZN has everything? Sheesh.
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