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CAPTIVATED: unlocking what makes us tick, click, and buy, with psychology-backed tips and brain science shortcuts.
Today’s Edition of Captivated: Why you Buy so Much from Amazon: The Brain Science Behind a Clever Shortcut
Oh what fun, it's time to buy toothpaste again (just in time for Halloween candies).
So you scroll, and scroll, and sigh and stare at 12 nearly identical options and absolutely cannot believe you're spending this much time on toothpaste. Was it Mint Whitening or Mint Freshening?
Then Amazon shows one with a label: “Purchased 3 times.”
And you’re like, “Yep, that’s the one.”
And back to your day you go, off to more fun things.
This tiny little label is doing big things in your brain.
Here's why it works and how you can tap into it…
(continues below).
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🧭 INSIDE THIS EDITION
📈 FUN FACT: DID YOU KNOW?
Amazon’s repurchase features drive billions in repeat revenue.
Nearly 75% of Prime users' purchases are repeats.
🧠
.. Brain Science-Backed: The Psychology Behind It ..
Amazon uses a crafty 'Buy Again' section to centralize the things we've bought for easy access. Even more, the 'Purchased # times' labels on individual items are even more powerful because we can search 'toothpaste' and swiftly see what we bought without ever leaving the long, laundry list.
This bypasses our logic and heads straight for our lazy, lovable, pattern-loving brain:
🧠 Cognitive Fluency: The “Ah Yes, I Know This One” Effect:
We’re drawn to things that feel familiar and easy to process.
When we see something we’ve bought before, it feels safe, low-risk, and instantly recognizable. Our brain says, “This looks easy. Yep, let’s do it again.”
🧠 Familiarity Bias:
We don’t just trust what we know, we actually prefer it.
Even if you weren’t wild about that shampoo or toothpaste, your brain frames it as “tried and true” instead of “new and possibly disappointing.”
So you’re like, “Eh, it worked. Good enough.”
🧠 Decision Fatigue:
By the time you open Amazon, you’ve already made 800 decisions today. (No, that's not an exaggeration).
Do I text back now or later? Is this shirt too much? Did I forget to cancel that subscription again??
The last thing you want is to weigh the pros and cons of different toothpaste options. The prefrontal cortex (the part that handles self-control and weighing trade-offs) is already feeling depleted.
'Purchased # times' takes the wheel so your brain doesn’t have to.
🧠 Path of Least Resistance:
Our brains are wired to conserve energy.
If one product says “Purchased 3 times” and the other’s a total mystery, guess which one feels like effort and which one feels like autopilot bliss? Exactly.
(Who really wants to read 300 words of why to buy, when you can just choose the one that you 'purchased 3 times'.)
🧠 Positive Reinforcement:
You bought it before. It arrived. It didn’t explode.
Boom. A complete feedback loop and our brains are satisfied.
Even neutral experiences get stored as safe bets, reinforcing that loop every time you reorder.
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1: Show Repeat Buys Upfront
Put “Buy Again,” “Purchased Before” or “Past Favorites” where the customer can’t miss it. You’re giving their tired brain a warm blanket and a familiar snack.
“Want the same one as last time?”
“Back for more?”
“Pick up where you left off”
2: Make it Visual & Give the Brain Cues
Repeat items should look familiar. Same product image, same layout, same color cues. The less your user has to think, the faster they’ll click.
Use memory triggers: “You bought this 3x in the last 6 months”
Add badges like: “Your Go-To,” “Repeat Favorite,” or “Last Ordered”
3: Add Rewards for Repeat Behavior
Amazon doesn’t have to give you 10% off to get you to reorder, but what if you did?
Unlock perks after 3 repeat purchases
Merch. Seems like everyone loves merch nowadays. Give them something on purchase #2 to get them into the habit of coming back.
4: Pair it with TIMING
The best moment to offer a repeat is right when they’re about to need it again. Use smart nudges like:
“Running low?”
“Time to restock?”
“Your favorite’s almost out, want to reorder now?”
✌
.. tl;dr & captivated wrap-up ..
Amazon’s subtle reorder nudges, from “Purchased X times” labels to its “Buy Again” tab, are convenient, cognitive shortcuts built for:
🧠 decision-fatigued brains
🧠 familiarity-loving brains
🧠 energy-saving brains
And it works because it makes repetition feel effortless, and easier than exploration.
If you want to sell more, make the next step a no-brainer. Literally.
Add buttons like “repeat,” “resume,” or “reorder.” Trigger familiarity bias. Skip the extra decisions. Reward loyalty with simplicity.
Your customer’s brain will thank you ... with another purchase.
And while we’re on the subject, THANK YOU, for coming back again 😊.
👋 Until next time,
Profit Nic
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