Amazon Launches Celebrity Fitness Stores from James Harden, Zac Efron, and Adriana Lima

We’ve been following the launch and expansion of Amazon’s The Celebrity Store hub for celebrities endorsing products for sale on Amazon.

Tonight, we’re seeing a new type of Amazon celebrity store with the launch of Amazon Celebrity Fitness Stores.

Initial launch partners are NBA superstar James Harden, actor Zac Efron, and model Adriana Lima. Each Celebrity Fitness Store contains a wide variety of fitness items and brands, ranging from apparel to energy drinks to fitness equipment, presumably endorsed by Harden, Efron, or Lima. The launch appears timed with the start of the new year, when many people make fitness resolutions.

We do not yet know the compensation structure for the celebrities involved. (If you do, please let us know.) On The Celebrity Store, customers can choose a celebrity and click through to a custom page from the endorsed brand’s store listing products to buy. However, Celebrity Fitness Stores contain products from a variety of brands. Presumably, it’s at least a commission structure at Amazon Associates affiliate levels.

Like it has with regular Celebrity Store pages, Amazon is promoting Celebrity Fitness Stores with house ads like the following:

We’ll continue to keep an eye on the latest iteration of The Celebrity Store and see how it evolves.

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