I DELIC E-COMMERCE

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With some innovative partnerships, Amazon has grabbed the headlines leading into the holiday shopping weekend. It would be helpful to recap them and discuss what these mean for brands. * Amazon allows Meta users to buy from the app: https://lnkd.in/eRystd2q * Snap Inc. users can now buy Amazon products without leaving the app: https://lnkd.in/eFtKUtkZ * Amazon Sponsored Product ads rolled out to Pinterest, BuzzFeed and more: https://lnkd.in/ei3ZejSm * Amazon launches Shopify app for Buy with Prime: https://lnkd.in/epGHrP3H * Buy with Prime Perks: https://lnkd.in/eHuW2pYJ Individually, any one of these is a big story, collectively, these are a win for shoppers and brands. When it comes to eCommerce shopping, the goal is to remove friction. Shoppers trust the Prime badge and the benefits that come with it, resulting in increased conversion rates, fast shipping, and free returns. When the shopper wins, the brands that sell on Amazon win as well, resulting in more shoppers who are available to discover your brand. So, the question I have been asked the most over the past week is related to how brands can activate these new features. As with many programs at Amazon, the start as a test and learn and grow as the signals indicate it makes sense for the shopper and the brand. Right now, the ads are managed by Amazon, not the brand. But this isn't new. Amazon has been advertising on many of these channels for years, driving sales for brands of all sizes. With this partnership, Amazon is reducing the checkout friction and improving the customer experience, which should result in more sales for the brand. As Amazon learn, we can expect this program to evolve. One skill that I have had to develop over my 18+ year career working with Amazon is patience. We all get excited about what's new and want to jump in, learn, and see how we can use the new lever to drive our brand success. Sometimes we just have to sit back, watch, listen and learn as the market evolves around us and be patient to see what it means. So, what are you most excited about? Which one has the best potential to help your brand grow? What questions do you have?