Amazon popularised the “Customers Also Bought” recommendation system. If you’ve been to any product page on Amazon, you must have seen “Customers Also Bought” section showing products that other customers must have purchased/looked at when they bought this specific product.

This feature solves two problems - one for the customers and the other for the Amazon. For customers, it addresses the issue of Discovery. For Amazon, it helps addresses the perennial question of “how to sell more?” and thus increase AOV (Average Order Value). If you have related products on your website, this feature can increase sales.