I'm attending a wedding next month. This is a wedding without a gift registry, which should be illegal because I spent well over an hour scrolling through "wedding gifts" on Amazon before I figured out what to give the happy couple.
Gift hunting was exhausting and stressful, so I waited until the next day to look for a dress to wear. That, however, went much faster. As soon as I logged on to Amazon I was shown some beautiful, wedding-appropriate dresses (along with a few "congratulations" greeting cards). The dresses were Amazon's suggestion, and that personalized recommendation created an ideal online experience for me.
Amazon is a master at this. They're incredibly effective at engaging their audience through personalization, including on-screen purchase suggestions and personalized emails.