Amazon blind box is a shopping method where customers cannot predict what the specific products in the box are when they buy, and can only choose to buy according to the theme or description of the box. Each blind box may contain different kinds of goods, such as toys, stationery, decorations, etc. The suspense and surprise of Amazon blind box attract many consumers because they can experience the surprise and fun when opening the box. This shopping method also increases the interaction and collection fun of consumers.