Once again, eBay ranks in at #5 on the Index, but year over year, the brand’s score has increased by 16 points. eBay’s Interests is a key addition to the brand’s personalization strategy. With Interests, customers are prompted in-app and onsite to identify categories (think hobbies or styles) they like and then eBay tailors individual shopping experiences around the results. When a consumer loads the homepage, a unique landing page of recommendation-based products appears just for that customer. Interests acts as the glue that would otherwise seem like an incohesive collage of product verticals. eBay pinpoints the stage of a user’s shopping journey, whether they’ve browsed, favorited or purchased an item, and aims to hold the shopper’s hand to find them the right product and ultimately nudge them a bit further on their path to purchase.