How Amazon Uses Cross-Selling to Increase Order Value (And How You Can Too)

If you’ve ever bought something on Amazon, you’ve been cross-sold. “Frequently bought together,” “Customers who bought this also bought,” “Compare similar items”. these aren’t casual suggestions. They’re a revenue engine that accounts for an estimated 35% of Amazon’s total revenue.

Cross-selling is one of the highest-leverage tactics in e-commerce because it increases order value without increasing acquisition cost. You’ve already done the hard work of getting the customer to your store and into the buying mindset. Cross-selling simply makes the most of that moment.

How Amazon Does It

Amazon uses several cross-selling mechanisms, each placed at a specific point in the buying journey:

On the product page:

• “Frequently bought together”. bundles of complementary products with a combined discount
• “Customers who viewed this also viewed”. social proof-driven discovery
• “Compare with similar items”. keeps you in the category even if this product isn’t right

In the cart:

• “Add-on items”. low-cost extras that ship with your order
• “Pair with”. accessories or related items

Post-purchase:

• “Based on your recent purchase”. email recommendations timed after delivery

How to Apply This to Your Store

You don’t need Amazon’s recommendation algorithm. Here are practical steps:

1. Identify natural product pairings. Look at your order data. what products do customers frequently buy together? If you’re just starting out, think about what a customer would logically need alongside each product.

2. Create bundles with small discounts. “Get all three for 10% off” is a proven format. The perceived value of the bundle drives higher AOV even with the discount.

3. Add a cross-sell section to your product pages. Most e-commerce platforms (Shopify, WooCommerce, BigCommerce) have apps or plugins for this. Keep it to 3-4 relevant items. too many choices cause decision paralysis.

4. Use your cart page. The cart is the highest-intent page on your site. A simple “Complete your order” section with 1-2 complementary items can lift AOV by 10-20%.

5. Follow up after purchase. A post-purchase email with “You might also like” recommendations is free revenue. Time it 5-7 days after delivery when satisfaction is high.

The Math That Matters

Increasing your average order value by just 15% has the same revenue impact as increasing your traffic by 15%. but it costs almost nothing. Cross-selling is the easiest win most small stores aren’t taking.