Over the years, Amazon has given me quite a few interesting results under the “Customers who bought this item also bought” tab, some suggestions that have resulted in me impulsively buying more items online and others that have left me just plain confused. Therefore, I thought it would be interesting to explore this suggested purchases feedback loop.

As I have been recently setting up my new townhouse, I thought I would start with a simple search on Amazon for “office chair.” I then recorded the first suggested item of the list and then clicked on it to create the chain. If I encountered a situation where the suggested item looped, I simply recorded the next in line suggested item that I had not previously clicked on and continued down the chain. I followed the chain to about 50 items, by which time I had not seen an office chair for quite a while.

The video of the path across Amazon is below: