The correct answer and explanation is:
Based on the image provided, the correct answer is Increase revenue.
Here is a detailed explanation:
When Amazon recommends add-on products to a shopper who has already placed an item in their online shopping cart, its primary and most direct goal is to increase revenue. This sales technique is a classic example of cross-selling and up-selling, strategies designed to maximize the value of each customer transaction. The core objective is to raise the Average Order Value (AOV), which is the average amount spent each time a customer places an order. By encouraging the purchase of additional, often complementary items, Amazon turns a potentially small sale into a larger, more profitable one.
Let’s analyze why the other options are less accurate. The recommendation of add-on products does not “increase traffic.” Traffic refers to the number of visitors coming to the website. This strategy targets shoppers who are already on the site and have demonstrated a strong intent to purchase, it does not bring new users in.
Similarly, while it might have a minor positive effect on the “conversion rate” by making the overall purchase more complete or appealing, it’s not the main purpose. The conversion has largely been decided once a customer adds an item to their cart. The goal shifts from getting the customer to buy, to getting the customer to buy more.
“Increase engagement” is also a secondary benefit rather than the primary goal. Showing a customer relevant products certainly keeps them interacting with the site. However, this engagement is not for its own sake; it is a means to an end. The specific business purpose of that engagement is to persuade the customer to add more items to their cart, thereby directly boosting the total sale amount and, consequently, the company’s revenue. Therefore, increasing revenue is the most precise and significant driver behind this feature.
