It comes down to a few things first being how the consumer views the Zenbook within Amazon. For example the product description is short and to the point with a few hard sell sentences like "It looks like nothing you've ever seen." They then move on to the key features bullet points with titles written in a bold font and info like "2nd Generation Intel® Core™ i7-2677M processor with Intel Turbo Boost 2.0 Technology for smart multitasking that automatically senses what you're doing and boosts performance." These key features bullet points are great, simple and to the point.
Amazon.com follows them up with cool pictures next to titles like "Incredible beauty", "Incredible responsiveness", and "incredible performance." Asus marketed this notebook computer for everyone so they made it simple to gauge its benefits by throwing easy to understand phrases that are truthful and sound good like "Zenbook has incredible responsiveness."
For most people that is enough "It's responsive, that's a cool pic, here take my money" but what they may not realize is that this statement only scratches the surface of why or how it has gained this high level of responsiveness. This does not matter in the big scheme of things most will move to the next bold bullet statement, picture, or review.
It's no secret Amazon has one of the most if not the most reliable review systems in place. This definitely helps sell products especially a higher end electronics device like the Ultrabook.
Just above the review section Asus prominently displays their warranty info with the title "Asus Has You Covered" within that title it shows that Asus has been rated the #1 most reliable PC brand. Below that is the 1yr global warranty and 1yr damage protection information. Having this info out in the open is smart for a few reasons. One is it's great for the customer to see and know before any purchase, and two it covers Asus from any liability. It also prevents resentment customers may feel if they have an issue that doesn't fall into their warranties since its blatantly posted in the ad.
At this point the customer has viewed the (asus provided) descriptions, viewed the nice pictures, and learned about the warranty info. So what makes them a buyer? After years of shopping and selling on Amazon I would have to say the price is what pushes them over the edge especially on the Zenbook UX31 and i don't mean the amount of money coming out of your bank account to own it. I mean the way the price is displayed with the % you save. The Zenbook's percentage saved is double of all the other Ultrabooks offered.
So keep your eye out for new Ultrabook Deals on Amazon and keep shopping smart!
