Amazon.comThe problem with most daily deal sites is that the bargains you're offered aren't necessarily the ones you want. That's where Amazon (AMZN) thinks it can gain an advantage over rivals like Groupon (GRPN) and others.

Amazon's daily deal arm, Amazon Local, is now leveraging the retailer's signature product recommendation technology with the launch this week of a Deal Preferences dashboard that allows shoppers to personalize the bargain offers they receive from the site, according to All Things Digital.

Users will be able to log into their Amazon customer profile to indicate what they like and dislike, and update their preferences on a deal page. Shoppers can tell Amazon if they want to get offers on a variety of goods and services, like clothing, restaurants and makeup --- or not.

Amazon.com

"Amazon is now fixing [what] so many deals sites have been doing wrong – personalization," says Kenneth Wisnefski, founder and CEO of Webimax, which develops online marketing strategies for retailers such as Aéropostale (ARO) and Sam's Club (WMT). "Consumers' number one complaint is that they are blitzed too often with deals that they do not care about."

The move just might give the online giant an edge over the plethora of group buying sites that have flooded the market, from originator Groupon to new credit card entrants like MasterCard (MA) and American Express (AXP).

The Deal Preferences dashboard is actually bringing something new to the daily deal shopper, Brad Wasz, chief operating officer of CouponTrade.com, a reseller of daily deal offers and gift cards, tells DailyFinance. "Having the user create customer profiles and tapping into their interests in specific categories is more effective than what's currently being offered elsewhere," he says. "When these preferences are set up without the user performing any actions, it will be a game changer."

Groupon, are you listening?




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