It’s no secret that giants like Amazon dominate the retail world with clever strategies to keep customers hooked. But here’s the good news for local retailers and small business owners—you can borrow some of these tactics and make them even better. By emphasizing personal connections, community values, and ethical practices, you can turn what works for Amazon into something that feels authentic and unique to your small-town business. Here’s how:

1. Be the Expert on Your Products

Amazon’s product listings are loaded with details, and that level of information helps customers make confident decisions. You can stand out by doing the same—only better. Arm yourself and your team with in-depth knowledge about your products. Train your staff to discuss the unique features, benefits, and uses of each item. Go one step further by using a tablet or phone to show customers product reviews or additional details from trusted sources. Your personal touch and expertise will beat Amazon's algorithms any day.

2. Suggest Related Items Thoughtfully

Amazon’s “frequently bought together” feature is convenient, but it’s no match for a real human who can truly listen to a customer’s preferences. Train your staff to suggest complementary products based on each customer’s needs. For instance, if someone’s buying a coffee maker, recommend filters, mugs, or a bag of premium coffee beans. Use in-store signage to showcase creative bundles or shelf products together for easy discovery. It’s this attention to detail that keeps customers coming back.

3. Support Your Community, Not Just Your Business

Amazon displays ads for external sellers right in its search results. Why not take a more ethical, community-focused approach? Get to know other local shops and what they sell. If a customer is looking for something you don’t carry, recommend another store in your town that does. You could even take it further by partnering with other retailers to place orders for your customers or host a pop-up counter for their goods inside your store. These cross-store collaborations strengthen community ties and set you apart.

4. Outpace Amazon with Same-Day Delivery

Amazon Prime’s next-day delivery might be impressive, but you have what the big guys can’t offer—local speed! Same-day delivery is a service that only small-town retailers can execute seamlessly. Whether you do it yourself or team up with local drivers or businesses that already offer delivery services, this extra perk adds huge value. Highlight this benefit in your marketing, and your customers will never worry about waiting days for their orders again.

5. Make Reordering a Breeze

Amazon’s subscription service for recurring deliveries has made life easier for its customers—why not offer a similar perk? Start a system where customers can set up scheduled orders for essentials like coffee, pet food, or skincare products. Use tools like Google Calendar to set reminders for recurring purchases, and make the process completely hands-off for your customers. They’ll appreciate the convenience, and you’ll enjoy their loyalty.

6. Support Local Causes That Matter

AmazonSmile donates a tiny percentage of sales to charity when customers shop through a specific link. But as a small business, you can do this in a way that’s more meaningful and heartfelt. Partner with local charities or causes that resonate with your community. This gives every transaction a sense of purpose and forges stronger connections with your community.

7. Make Ordering Effortless for Mobile Users

Amazon’s app makes it ridiculously easy to place an order—even by scanning barcodes. While you may not have access to that technology, you can still provide convenience. Allow customers to text or email their orders, send photos of items they want, or even message you directly on Facebook or Instagram. These small steps make shopping easier for your customers, while giving you an edge of accessibility and personal service that bigger retailers lack.

Start Small, Make a Big Impact

Here’s the thing—you don’t need to tackle all these strategies at once. Pick one idea that feels doable and meaningful, and start implementing it this week. Small, consistent actions can lead to big changes in how your business connects with and retains customers.