Customers Who Bought This Item Also Bought…Affinity Analysis Explained

You know the scenario.

You’re browsing books on Amazon, and you scroll down to see the now-familiar phrase: “Customers Who Bought This Item Also Bought…” Amazon then presents you with a list of books that, in many cases, are of interest to you.

Have you ever wondered how Amazon knows what books to recommend?

The recommendations are a result of a technique called an affinity analysis (sometimes called a basket analysis). While Amazon wasn’t the first to use the technique, they certainly get credit for making it famous.

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