Amazon’s “The Celebrity Store” hub promoting celebrities endorsing products for sale on Amazon has had a start-and-stop first chapter of life.
Two months ago, we observed Amazon’s initial launch of “The Celebrity Store.” Then, three days later, Amazon removed it altogether without saying why. Then, two weeks later, Amazon brought it back, albeit with some of the initial celebrities on the page no longer there.
Now, we are seeing that Amazon has expanded The Celebrity Store to include new celebrities we’ve never seen included before, including Kendall & Kylie Jenner, Missy Franklin, Candace Cameron, and more.
Amazon has also given the page a new tagline: “Picks and fashion from actors, athletes, and influencers”.
The 10 new celebrities that are listed on The Celebrity Store as of today are:
- Becca Meyers (Speedo)
- Candace Cameron (Benevolence LA)
- Deontay Wilder (Everlast)
- Frank Medrano (Lebert Fitness)
- Jessica Alba (Honest)
- Kendall Jenner (Kendall + Kylie)
- Kylie Jenner (Kendall + Kylie)
- Mikaela Mayer (Everlast)
- Missy Franklin (Speedo)
- Ryan Murphy (Speedo)
In addition, Aaron Rodgers, who was included on the initial version of The Celebrity Store but later removed, is back.
On The Celebrity Hub, customers can choose a celebrity and click through to a custom page from the endorsed brand’s store listing products to buy.
The 11 new celebrities join the existing 13 on The Celebrity Store, bringing the total of celebrities in the program today to 24. Those already on The Celebrity Store before this latest expansion include:
- Bryce Harper (Blind Barber)
- Cam Newton (Under Armour)
- Chris Hemsworth (Hugo Boss)
- Jordan Spieth (Under Armour)
- Jozy Altidore (Puma)
- Lindsey Vonn (Under Armour)
- Lupita Nyong’o (Calvin Klein Fragrances)
- Misty Copeland (Under Armour)
- Rob Gronkowski (Gronk Fitness)
- Ryan Seacrest (Polished)
- Saoirse Ronan (Calvin Klein Fragrances)
- Skylar Diggins (Puma)
- Zac Efron (Hugo Boss)
The 4 celebrities that were part of The Celebrity Store’s initial launch but have since disappeared are:
- Dwyane Wade (Mission, Tie Bar, and Way of Wade)
- Jessica Biel (Gaiam)
- Stephen Thompson (Van Heusen)
- TJ Dillashaw (Van Heusen)
We do not yet know why these were removed. The pages they linked to still exist on the site. For example, here’s the Jessica Biel’s Picks page in Gaiam’s store.
It remains to be seen how much Amazon promotes The Celebrity Store to customers. Currently, Amazon is promoting The Celebrity Store with house ads like the following:
Amazon is trying new ways of improving various social media and influencer marketing conversion funnels. Two months ago, Snapchat introduced a “visual search” feature allowing its users to buy detected items on Amazon, presumably earning Snap an Amazon affiliate commission in the process.
Brands and celebrities themselves could also promote their Amazon Celebrity Store on social and traditional media as a way to drive sales of endorsed products.
We’ll continue to keep an eye on the latest iteration of The Celebrity Store and see how it evolves.