Systems and methods for offer selection

• US 8,583,513 B1
• Filed: 03/14/2008
• Issued: 11/12/2013
• Est. Priority Date: 03/14/2008
• Status: Active Grant

• Current Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Original Assignee: Amazon Technologies, Inc. (Amazon.com, Inc.)
• Inventors: Talreja, Kamlesh T., Kohn, Timothy R., Bryak, Jonathan Joseph
• Primary Examiner(s): Smith, Jeffrey A
• Assistant Examiner(s): Georgalas, Anne
• Application Number:
  US12/048,490
• Time in Patent Office: 2,069 Days
• Field of Search: 705/1, 705/26, 705/27, 705/26.1, 705/27.1, 705/14.4
• US Class Current: 705/27.1
• CPC Class Codes: G06Q 30/08 Auctions

Abstract

A featured offer for an item in an electronic marketplace is selected based on factors such as estimated conversion rate and contribution profit. Qualified offers from various merchants are analyzed using a variety of filters, algorithms, and/or criteria to select an offer that meets the goal(s) of the marketplace provider, while providing customers with offers having terms that are also attractive to the customer. Secondary offers and/or advertisements also can be selected using similar approaches.

Claims

1. A computer-implemented method of selecting an offer for consumption of an item to display in an electronic marketplace, comprising:

under control of one or more computer systems configured with executable instructions,

obtaining a set of offers for an item available for consumption through the electronic marketplace, at least a portion of the set of offers corresponding to different providers, each offer having fixed pricing information including a predetermined offer price for the item;

filtering the set of offers to determine at least one qualified offer that meets at least one merchant qualification criterion with respect to at least one merchant rating;

determining that there is more than one qualified offer for the items;

determining an estimated conversion rate for each qualified offer;

determining a contribution profit for each qualified offer based at least in part on the predetermined offer price for the item;

generating a feature score based at least in part on a combination of the estimated conversion rate and the contribution profit for each qualified offer; and

providing for display a page for the item including the qualified offer with an optimal feature score as a featured offer.

2. A method according to claim 1, wherein:

generating the feature score includes determining a product of the estimated conversion rate and a maximum value for the contribution profit for each qualified offer.

3. A method according to claim 2, further comprising:

weighting at least one of the conversion rate and the maximum value when generating the feature score for each qualified offer.

4. A method according to claim 1, further comprising:

where multiple qualified offers receive a feature score, providing for display at least the qualified offer with a next-best score as a secondary offer in the page.

5. A method according to claim 1, wherein:

each qualified offer is provided on behalf of a first party merchant associated with the electronic marketplace or a third party merchant offering items through the electronic marketplace.

6. A method according to claim 5, further comprising:

selecting a qualified offer for display as a featured offer when the qualified offer is provided on behalf of the first party merchant.

7. A method according to claim 1, wherein filtering the set of offers includes utilizing at least one filter based on at least one of minimum or maximum pricing, time of availability, item location, item proximity to the customer, customer history, customer preference information, and minimum merchant rating.

8. A method according to claim 1, further comprising:

selecting at least one additional qualified offer to display on the page.

9. A method according to claim 1, wherein:

determining a contribution profit for each qualified offer includes determining any additional profit that can be obtained by providing an advertisement on the page relating to a merchant providing the qualified offer.

10. A method according to claim 1, wherein:

obtaining a set of offers includes determining offers corresponding to merchants indicated to be qualified to provide featured offers for the item.

11. A method according to claim 1, wherein:

determining an estimated conversion rate for each qualified offer includes determining an estimated conversion rate for a merchant corresponding to the qualified offer based on at least one of a conversion rate for that item, a subset of items offered by the merchant, or all items offered by the merchant.

12. A method according to claim 1, wherein determining said at least one qualified offer among the set of offers comprises determining said at least one merchant rating based at least in part on an associated merchant sales volume.

13. A method according to claim 1, wherein determining said at least one qualified offer among the set of offers comprises determining said at least one merchant rating based at least in part on an associated merchant return volume.

14. A method according to claim 1, wherein determining said at least one qualified offer among the set of offers comprises determining said at least one merchant rating based at least in part on an associated merchant feedback rating.

15. A method according to claim 1, wherein determining said at least one qualified offer among the set of offers comprises determining said at least one merchant rating based at least in part on an associated customer complaint volume.

16. A method according to claim 1, wherein determining said at least one qualified offer among the set of offers comprises determining that said at least one qualified offer meets at least one time-based availability qualification criterion.

17. A method according to claim 1, wherein:

the estimated conversion rate for each qualified offer is a merchant-level conversion rate determined based at least in part on performance of a plurality of items sold by a merchant;

the contribution profit for each qualified offer is an offer-level contribution profit determined based at least in part on the predetermined offer price for the item; and

the feature score for each qualified offer is based at least in part on a combination of the merchant-level conversion rate and the offer-level contribution profit.

18. A method according to claim 17, wherein the merchant sells items in a plurality of categories and the merchant-level conversion rate is determined based at least in part on performance of the plurality of items sold by the merchant in a category of the plurality of categories that includes the item.

19. A system for selecting an offer for consumption of an item to display via an electronic marketplace, comprising:

a processor; and

a memory device including instructions that, when executed by the processor, cause the processor to, at least;

obtain a set of offers for an item available for consumption through the electronic marketplace, at least a portion of the set of offers corresponding to different providers, each offer having fixed pricing information including a predetermined offer price for the item;

filter the set of offers to determine at least one qualified offer that meets at least one merchant qualification criterion with respect to at least one merchant rating;

determine that there is more than one qualified offer for the item;

determine an estimated conversion rate for each qualified offer;

determine a contribution profit for each qualified offer based at least in part on the predetermined offer price for the item;

generate a feature score based at least in part on a combination of the estimated conversion rate and the contribution profit for each qualified offer; and

provide for display a page for the item including the qualified offer with an optimal feature score as a featured offer.

20. A system according to claim 19, wherein the memory device further includes instructions that, when executed by the processor, cause the processor to:

generate the feature score by determining a product of the estimated conversion rate and a maximum value for the contribution profit for each qualified offer.

21. A system according to claim 20, wherein the memory device further includes instructions that, when executed by the processor, cause the processor to:

weight at least one of the conversion rate and the maximum value for the contribution profit when generating the feature score for each qualified offer.

22. A system according to claim 19, wherein the memory device further includes instructions that, when executed by the processor, cause the processor to:

where multiple qualified offers receive a feature score, provide for display at least the qualified offer with a next-best score as a secondary offer in the page.

23. A non-transitory computer readable storage medium including instructions for selecting an offer for consumption in an electronic marketplace, the instructions when executed by a computer system causing the computer system to, at least:

obtain a set of offers for an item available for consumption through the electronic marketplace, at least a portion of the set of offers corresponding to different providers, each offer having fixed pricing information including a predetermined offer price for the item;

filter the set of offers to determine at least one qualified offer that meets at least one merchant qualification criterion with respect to at least one merchant rating; and

determine that there is more than one qualified offer for the item;

determine an estimated conversion rate for each qualified offer;

determine a contribution profit for each qualified offer based at least in part on the predetermined offer price for the item;

generate a feature score based at least in part on a combination of the estimated conversion rate and the contribution profit for each qualified offer; and

provide for display a page for the item including the qualified offer with an optimal feature score as a featured offer.

24. A computer readable storage medium according to claim 23, wherein:

generating the feature score includes determining a product of the estimated conversion rate and a maximum value for the contribution profit for each qualified offer.

25. A computer readable storage medium according to claim 23, wherein the instructions when executed further cause the computer system to:

utilize at least one filter when filtering the set of offers, the at least one filter being based on at least one of pricing, availability, item location, item proximity to the customer, customer history, customer preference information, and minimum merchant rating.