Amazon Wishlists have become a go-to tool for everyone from busy wedding planners to detail-oriented gift givers to bargain-hunting fashionistas. In this ultimate guide, we‘ll share everything you need to know about effectively using this helpful feature as both a shopper and seller on Amazon.
Wishlist Usage & Trends
Wishlists have been a part of Amazon since 1999, originally launched as a way for shoppers to save gift ideas for different occasions and recipients. Over the years, they‘ve evolved into a powerful tool for organizing shopping research, tracking price changes, and fueling the recommendation engines that drive so many of Amazon‘s sales.
Consider these statistics:
- Over 150 million Amazon users worldwide have created a Wishlist (Source: Amazon)
- The average Wishlist contains 25 items (Source: e-commerce quarterly)
- Electronics, books, and clothing/shoes are the most popular categories for Wishlisted items (Source: e-commerce quarterly)
- 62% of Wishlist items end up being purchased, either by the list maker or by others (Source: Newsweek)
So what makes Wishlists so sticky for Amazon shoppers? According to consumer psychologists, they tap into some key behavior patterns and motivations:
1. Aspirational browsing
For many shoppers, adding an item to their Wishlist isn‘t a guarantee they‘ll actually buy it. Often it‘s more about capturing a fantasy or engaging in a bit of digital window shopping for "dream items" they hope to own one day. Think designer handbags, premium electronics, or big ticket home furnishings.
"Wishlists allow consumers to imagine a future where they could have these things," says Dr. Dimitri Tsivrikos, a consumer psychologist at University College London. "It‘s a way to project a certain taste or lifestyle and build anticipation, even if they can‘t afford or justify the purchase right now."
2. Bookmarking for Research
On the other end of the spectrum, many shoppers use Wishlists as a comparison tool when making bigger, more considered purchases. Adding a product to a list allows them to easily refer back to it later as they evaluate things like specs, reviews, and price ranges.
"I might add five different stand mixers to my Wishlist as I‘m deciding which one to get," explains Mallory Davies, an avid home baker and Amazon shopper. "It helps me keep track of the models I‘m interested in without cluttering up my browsing history or having to search for them over and over again."
3. Social Signaling
There‘s no denying the social capital in being seen as someone with good taste. For some, publicly sharing their Wishlists is a way to show off their style and create a persona based on the products they‘re coveting. This is especially prevalent among social media influencers and bloggers who use Amazon Wishlists to highlight their favorite products and drive affiliate sales.
"I have separate Wishlists for my fashion finds, my favorite home decor, and my baby gear picks that I share with my blog readers," says Julianna Reeves, a lifestyle influencer with over 500k followers on Instagram. "It‘s an easy way for them to shop my look and for me to earn a commission on their purchases."
Amazon Wishlist vs. Other Retailer Wishlists
While Amazon may have popularized the Wishlist concept, they‘re certainly not the only online retailer offering this feature. Most major ecommerce sites like Walmart, Target, and Nordstrom have a "save for later" or "favorites" function that serves a similar purpose. However, Amazon‘s Wishlists do have a few key advantages:
1. Universal registry
With Amazon‘s vast product selection, shoppers can add items from nearly any category to their Wishlist. This makes it a one-stop destination for consolidating all your gift ideas or personal shopping research, rather than having to manage separate lists across different single-retailer sites.
2. Robust privacy controls
Amazon allows Wishlist creators to set granular privacy settings, choosing whether to make their list public, shared only with specific people, or completely private. They can even control whether purchased items are visible or hidden from view. This flexibility makes it easier to manage who can see and shop your lists.
3. Advanced categorization
Within a single Wishlist, Amazon users can create custom categories to organize their saved items. For example, a wedding registry might have separate categories for kitchen items, decor, and honeymoon gear. This makes it easier for both the list owner and any gift givers to navigate.
4. Price tracking
Bargain-hunters love the fact that Amazon Wishlists automatically display price drops next to each saved item and can notify you when the cost comes down. Other retailer lists rarely have this level of at-a-glance price transparency, requiring shoppers to do more manual comparisons.
Wishlist Best Practices for Gift Giving
We‘ve established why Wishlists are so useful for personal shopping and organizing, but they‘ve also become an essential tool for gift giving. Here are a few reasons why:
1. Say Goodbye to Guesswork
We‘ve all been there – agonizing over what to get your persnickety mother-in-law or your teenager who seems to already have everything. By selecting from someone‘s Wishlist, you can feel confident you‘re getting them something they actually want. No more wasting money on gifts that never get used or enjoyed!
2. Get Personal (Without Getting Too Personal)
A Wishlist gives you great insight into someone‘s hobbies, aesthetic, and sizing, while still letting you choose the specific gift. You‘re not locked into a single pre-selected item like with some registries. And you can avoid inadvertently getting something they already own, since Wishlisted products are typically ones they don‘t have yet.
3. Preserve the Element of Surprise
If the Wishlist creator has enabled the "don‘t spoil my surprise" setting, any items you buy will be hidden from their view. That means they‘ll still get the thrill of unwrapping a much-desired gift without knowing exactly which one it will be. You can even add gift wrap at checkout to make it more fun and festive.
To illustrate these benefits, let‘s look at a case study from Samantha Mueller, a self-proclaimed "terrible gift giver":
"Last year for my sister‘s birthday, I spent weeks stressing about what to get her. She‘s so stylish and particular, I was sure I‘d mess it up. Then I discovered her public Amazon Wishlist and it was a game-changer! In two clicks, I was able to find a beautiful cashmere sweater in the exact color and size she wanted. It ended up being her favorite gift!"
Maximizing Wishlists as an Amazon Seller
So far we‘ve focused on how shoppers can leverage Wishlists, but they‘re an equally valuable tool for Amazon sellers looking to grow their business. That‘s because Wishlists provide powerful insights into what products are currently in high demand.
Amazon compiles lists of the "most wished for" items in each category, giving sellers a sneak peek at the hottest trends and helping them make informed decisions about inventory, marketing, and product development.
"I check the most popular Wishlisted items in my category every week," says Liang Wu, an Amazon merchant who specializes in kitchen gadgets. "If I see a product starting to gain traction, I know it‘s time to stock up or even develop a similar item under my own private label. It‘s like having a crystal ball into what customers are craving."
Sellers can also use a tool like SellerApp to get even more granular data on the number of Wishlist appearances for specific products.
Here are a few key ways sellers are using Wishlist insights:
1. Inventory planning
By stocking up on the most wished for items, sellers can be confident they‘re investing in products with built-in demand. This is especially helpful for niche categories or for predicting seasonal spikes.
2. Targeted advertising
Sellers can create highly relevant sponsored product ads that appear when a shopper is viewing their Wishlist. This allows them to reach high-intent customers who are already interested in similar items.
3. Retail arbitrage
Some enterprising sellers use Wishlists to spot popular products from other retailers or categories that they can resell on Amazon for a profit. While it‘s important to abide by Amazon‘s policies around resale, this can be a low-risk way to test out new products and expand your catalog.
Wishlist Watchouts
Of course, no feature is without its potential drawbacks or pitfalls. Here are a few things to keep in mind to have the best possible Wishlist experience:
1. Beware of porch pirates
If you decide to make your Wishlist public, be aware that anyone can purchase items from it and have them shipped directly to your address. Most people use this feature for legitimate gift-giving, but unfortunately porch piracy and delivery theft are on the rise. Consider setting up a PO box or having items sent to an Amazon locker for added safety.
2. Keep it appropriate
Just because you CAN put something on your Wishlist doesn‘t necessarily mean you should. It‘s easy to forget that anyone who finds your list can see the items you‘re lusting after, so think twice before adding anything too personal, provocative, or controversial. You don‘t want your boss or grandma getting the wrong idea!
3. Don‘t be a tease
If you‘re sharing your Wishlist in the hopes of getting gifts, it‘s best to include a range of items at different price points. Only including extremely expensive or outlandish products can come off as unrealistic and entitled. Give people accessible options if you actually want them to be able to purchase something for you.
Creative Wishlist Ideas
Ready to get started with your own Wishlists? Here are a few thought-starters for creative ways to use them:
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Dream Home Wishlist: Planning a remodel or redecoration? Add all your hoped-for furniture, decor, and household items to a list to track your progress and share selectively with contractors or family members who want to contribute.
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Hobby Wishlist: Whether you‘re an avid knitter, an amateur photographer, or an aspiring chef, create a list filled with all the supplies and equipment related to your favorite pastime. It‘s perfect for birthdays and holidays when people inevitably ask what you want.
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Bookworm Wishlist: Calling all bibliophiles! Keeping a running list of all the novels, biographies, and non-fiction reads on your radar is a great way to always have your next page-turner queued up. You can even create sub-lists for different genres or authors.
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Gift Wishlist: Considering going non-traditional for your next special occasion? More and more people are using Wishlists in place of a registry for weddings, baby showers, graduations, and housewarmings. You can even enable group gifting for big ticket items.
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Giving Back Wishlist: If you‘re involved with a charitable organization, creating a public Wishlist filled with much-needed donations is an easy way to empower your network to give back. This works especially well for animal rescues, shelters, schools, and community programs in need of supplies.
Wrapping Up
As you can see, Amazon Wishlists are a deceptively robust tool with a wide range of applications for everyday shoppers, power users, and sellers alike. Whether you‘re a deal hunter, a gift giver, or an enterprising entrepreneur, Wishlists can help you achieve your goals and improve your overall Amazon experience.
By understanding the different use cases and best practices outlined in this guide, you‘ll be well on your way to becoming a Wishlist power user. So go forth and get listing!
