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Consumer Attitudes
Updated: 7 Aug 2018

Amazon’s New Feature Promises Stress-Free DIY

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Worldwide, 37% of people enjoy constructing items for their home, but 21% fear starting a project over concern they'll be unable able to finish it (Ikea, 2017). Amazon's new Part Finder feature streamlines DIY projects by solving the snag of missing parts.

Launched in July 2018, Amazon's Part Finder is a visual search tool available on its app that simplifies DIY by recognising and sourcing vital missing pieces – such as screws, nuts and bolts – without a visit to the hardware store.

Users select the camera button on Amazon's search bar and position any screw or similar on a flat surface next to a penny for size reference. After the phone is tilted to ensure the whole item is effectively captured, Amazon analyses the object with computer vision technology to identify it. The recognition technology accurately matches the scanned item with options from Amazon's extensive product database, removing the worry of buying the wrong item online. The feature is currently available on iOS and will expand to Android soon.

Despite 79% of US consumers using the internet to shop, 64% indicate that they prefer buying from physical stores to online shopping (Pew, 2016). Amazon's Part Finder tech provides a user-friendly interface that has the potential to make online shopping more appealing than a physical store experience when it comes to DIY.

It's also likely to appeal to the 27% of US consumers who consider themselves DIYers (Mintel, 2016), and who are looking for ways to make light work of home-improvement tasks – as discussed in Impatient Upskillers.

As people show growing interest in getting their hands dirty and 'hacking' domestic spaces, brands should offer customisable furnishing options or tools that support at-home projects. For more on strategies that target people prioritising DIY home improvements, see Here Come the Homebodies.

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