Amazon Expands “The Celebrity Store” with Kendall & Kylie Jenner, Missy Franklin, Candace Cameron, and More

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:

  1. Becca Meyers (Speedo)
  2. Candace Cameron (Benevolence LA)
  3. Deontay Wilder (Everlast)
  4. Frank Medrano (Lebert Fitness)
  5. Jessica Alba (Honest)
  6. Kendall Jenner (Kendall + Kylie)
  7. Kylie Jenner (Kendall + Kylie)
  8. Mikaela Mayer (Everlast)
  9. Missy Franklin (Speedo)
  10. 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:

  1. Bryce Harper (Blind Barber)
  2. Cam Newton (Under Armour)
  3. Chris Hemsworth (Hugo Boss)
  4. Jordan Spieth (Under Armour)
  5. Jozy Altidore (Puma)
  6. Lindsey Vonn (Under Armour)
  7. Lupita Nyong’o (Calvin Klein Fragrances)
  8. Misty Copeland (Under Armour)
  9. Rob Gronkowski (Gronk Fitness)
  10. Ryan Seacrest (Polished)
  11. Saoirse Ronan (Calvin Klein Fragrances)
  12. Skylar Diggins (Puma)
  13. Zac Efron (Hugo Boss)

The 4 celebrities that were part of The Celebrity Store’s initial launch but have since disappeared are:

  1. Dwyane Wade (Mission, Tie Bar, and Way of Wade)
  2. Jessica Biel (Gaiam)
  3. Stephen Thompson (Van Heusen)
  4. 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.

Take a Look at Amazon’s First Printed Holiday Catalog

Amazon is about to start mailing out its first ever printed holiday catalog to millions of customers. It’s titled “A Holiday of Play” and features toys for kids and teens. You can take a look at the full catalog here.

The catalog will also be available at Amazon Books and Amazon 4-star locations, the company says.

The catalog is designed to drive traffic to the Amazon retail website and app through scannable QR codes, URLs at the bottom of pages, ASINs for Amazon search, and by using the Amazon app to do an image search.

81 Amazon Exclusive items are included in the catalog, and highlighted via a bold orange “Amazon Exclusive” label. In addition, the catalog features certain brands quite heavily, opening the question of whether those brands paid for placement to subsidize the marketing cost of mailing out millions of pounds of paper.

Toy and manufacturer brands that received at least 1 full page placement in the catalog include Lego, Marvel, Disney Pixar, Barbie, Baby Alive, Fingerlings, Melissa & Doug, Duplo, Fisher-Price, vtech, Play-Doh, Hasbro Gaming, Nerf, Hot Wheels, Playmobil, k’nex, Bose, and Star Wars.

Amazon is making a move to capture more toy sales this year given the vacuum left by Toys R Us, which closed its last US stores this summer.

Amazon’s decision to start making catalogs shows how it is adapting certain practices of traditional retailers like Toys R Us and Sears. Both were known for their catalog strategies over the decades and are now in bankruptcy proceedings.

New Twitch Extensions Allow Shopping While Streaming

Amazon held its TwitchCon annual conference for streamers and fans last week in San Jose. During the week several new Twitch Extensions were announced, including Snap Camera by Snap, Character Trigger by Adobe, Tiltify Donations, Twitch Arcade by Amazon Game Studios, and Amazon Blacksmith by Amazon.

One interesting extension that could catch the eye of both streamers and retailers alike is a new merch store extension that allows shopping while streaming. The extension is created by Design by Humans and FaZe Clan launched the first store. Here’s how it looks:

“Before today, fans had to open up new tabs to snag their favorite hoodies and jerseys. Now, viewers can shop as they watch creators win chicken dinners,” Robbie Lim of Amazon writes.

“By building an Extension, we were able to embed a full ecommerce experience, from product discovery to checkout, all while keeping our fans where they wanted to be in the first place — watching livestreams on Twitch,” said Ben Sack, CTO of FaZe Clan.

Here’s the extension listing for streamers:

It reads, “Sell FaZe Clan merchandise and products from your Twitch channel. Your viewers see an embedded widget where they can browse, add to cart, and make purchases without leaving Twitch. Best of all, you earn commissions on all sales generated by your channel. #FaZeUp”

In-stream merchandising is an interesting opportunity for streamers and brands alike. We’ll be tracking this space.

“More brands are coming soon!” Amazon says.

Amazon’s “The Celebrity Store” Returns After Hiatus

Earlier this month, we observed Amazon’s launch of “The Celebrity Store,” a new hub page promoting celebrities endorsing products for sale on Amazon. Then, three days later, Amazon removed The Celebrity Store from Amazon.com altogether without saying why.

Now, two weeks later, “The Celebrity Store” is back – you can check it out here. And there are a few celebrities that have left the lineup when comparing the version that is live today and the version that was live previously.

The Celebrity Store represents Amazon’s latest effort to provide brands with celebrity endorsers a way to increase their impact on Amazon. Customers can choose a celebrity and then see a custom page from the endorsed brand listing products to buy.

The Celebrity Store appears to be a more coordinated effort with brands compared to other Amazon services like the Amazon Influencer Program (which allows people with large social media followings to get an Amazon storefront with a vanity URL and earn affiliate commissions on sales) since celebrities’ individual pages live within brands’ respective official stores on Amazon.

The 13 celebrities that are listed on The Celebrity Store as of today are:

  1. Bryce Harper (Blind Barber)
  2. Cam Newton (Under Armour)
  3. Chris Hemsworth (Hugo Boss)
  4. Jordan Spieth (Under Armour)
  5. Jozy Altidore (Puma)
  6. Lindsey Vonn (Under Armour)
  7. Lupita Nyong’o (Calvin Klein Fragrances)
  8. Misty Copeland (Under Armour)
  9. Rob Gronkowski (Gronk Fitness)
  10. Ryan Seacrest (Polished)
  11. Saoirse Ronan (Calvin Klein Fragrances)
  12. Skylar Diggins (Puma)
  13. Zac Efron (Hugo Boss)

The 5 celebrities that were part of The Celebrity Store earlier this month but are not as of today’s relaunch are:

  1. Aaron Rodgers (Izod)
  2. Dwyane Wade (Mission, Tie Bar, and Way of Wade)
  3. Jessica Biel (Gaiam)
  4. Stephen Thompson (Van Heusen)
  5. TJ Dillashaw (Van Heusen)

We do not yet know why these 5 have been 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.

Brands and celebrities themselves are likely to promote their Amazon Celebrity Store on social and traditional media as a way to drive sales of endorsed products.

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 marketing conversion funnels. Two weeks 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.

For now, we’ll keep an eye on the latest iteration of The Celebrity Store and see how it evolves.

Amazon Removes “The Celebrity Store”

Three days ago, we observed that Amazon had launched a new hub page highlighting celebrity-endorsed products on Amazon called The Celebrity Store.

At the time, we asked Amazon for comment on The Celebrity Store. Amazon did not respond to our request. Now, the page is gone.

Individual celebrity-endorsed product pages are still available within brand stores on Amazon. For example, here’s the Jessica Biel’s Picks page in Gaiam’s store.

For now, our best guess is that Amazon either inadvertently launched The Celebrity Store, or has decided to retool it before making it available again. If we get more information, we will update here.

Amazon’s Great Indian Festival Deal Event Kicks Off with Many Discounts and Offers

While Amazon’s Prime Day deals event in July is watched closely by analysts and customers alike, Amazon also runs other deal events throughout the year in various parts of the world.

A few hours ago, Amazon kicked off its Great Indian Festival deal event in India. Timed with the start of the festival season, Amazon is offering steep discounts on electronics, appliances, fashion, and more, as well as special financing and rebates. The event opened for Prime members at 12:00 on 9 October, and everyone at midnight on 10 October. It runs through 15 October.

For example, Amazon is offering up to 40% off on select LG OLED TVs, up to 50% off on printers, and 40-90% off on select clothing items, in addition to substantial discounts on mobile phones.

As extra incentives, Amazon is offering 10% cash back up to INR 1000 on products above INR 6,000 as Amazon Pay balance. Customers can also choose no cost EMI on purchases above INR 3000 for SBI Card and INR 5000 for Bajaj Finserv. SBI Card customers receive an additional 10% instant discount on orders above INR 3000.

Amazon is offering some of the biggest incentives on fashion. Amazon is offering an extra 15% cash back on fashion purchases above INR 2000. It is also offering free delivery on the first order for some items to spur new customer signups.

Here’s the full list of Amazon Fashion offers during the event:

Like it has done during Prime Day, Amazon is making certain deals available only to Prime members, and it is offering deep discounts on its own hardware like Echo and Fire devices.

Amazon is also featuring deals on “Amazon Brands” — though in general we are not seeing Great Indian Festival deals featuring Amazon private label and exclusive brands as heavily as we did on Prime Day.

Amazon has created several private label and exclusive brands just for the Indian market like Vedaka and Myx. It also offers a large number of products under some of its global private label brands like AmazonBasics and Solimo.

Amazon is also driving significant media coverage of the event in India.

India is a strategic priority for Amazon, with intense competition from Walmart (Flipkart) and others. It launched Amazon Pay EMI  in India few weeks ago, and is also reportedly looking to sell life and health insurance in India. Amazon and Samara Capital teamed up to buy the More chain of retail grocery stores in India three weeks ago as well.

Follow TJI to track the latest on Amazon’s efforts in India and around the world.

Amazon Launches “The Celebrity Store” to Spur Influencer Marketing

Amazon has launched a new hub for customers to find and buy products endorsed by celebrities called The Celebrity Store.

The Celebrity Store is live with 18 celebrities and 10 brands. Customers can choose a celebrity and then see a custom page from the endorsed brand listing products to buy. For example, here’s Jessica Biel’s page for Gaiam.

The Celebrity Store represents Amazon’s latest effort to provide brands with celebrity endorsers a way to increase their impact on Amazon. Previously, Amazon has created services like the Amazon Influencer Program that allow people with large social media followings to get an Amazon storefront with a vanity URL and earn affiliate commissions on sales.

However, The Celebrity Store appears to be a more coordinated effort with the brands themselves, since celebrities’ individual pages live within brands’ respective official stores on Amazon.

(Side note: the browser title of the page is “The Influencer Store” vs “The Celebrity Store” in the body of the page itself, reflecting that The Celebrity Store page may still be a work in progress.)

The 18 celebrities that are part of The Celebrity Store as of today are:

  1. Aaron Rodgers (Izod)
  2. Bryce Harper (Blind Barber)
  3. Cam Newton (Under Armour)
  4. Chris Hemsworth (Hugo Boss)
  5. Dwyane Wade (Mission, Tie Bar, and Way of Wade)
  6. Jessica Biel (Gaiam)
  7. Jordan Spieth (Under Armour)
  8. Jozy Altidore (Puma)
  9. Lindsey Vonn (Under Armour)
  10. Lupita Nyong’o (Calvin Klein Fragrances)
  11. Misty Copeland (Under Armour)
  12. Rob Gronkowski (Gronk Fitness)
  13. Ryan Seacrest (Polished)
  14. Saoirse Ronan (Calvin Klein Fragrances)
  15. Skylar Diggins (Puma)
  16. Stephen Thompson (Van Heusen)
  17. TJ Dillashaw (Van Heusen)
  18. Zac Efron (Hugo Boss)

Amazon has not yet responded to our request for comment about when The Celebrity Store went live; we will update this if they do.

Brands and celebrities themselves are likely to promote their Amazon Celebrity Store on social and traditional media as a way to drive sales of endorsed products.

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 marketing conversion funnels.

Two weeks 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.