Analysis of the customers' choice networks: An application on Amazon books and CDs data

Customer's choice implies some kind of relations among products. Customers' choices of products induce a network among them. Analyses of such networks can offer interesting information for marketing. In the paper some network analysis approaches are proposed to analyze such data. Two large networks obtained in 2004 from Amazon Internet bookstore and CD-store are used to illustrate these approaches. All analyses were done with program Pajek.