The Selena Gomez Collection Launches on Amazon’s “The Celebrity Store”

A month after James Harden, Zac Efron, and Adriana Lima launched “Celebrity Fitness Stores” within Amazon’s The Celebrity Store, Serena Gomez is joining the lineup with the launch of The Selena Gomez Collection.

The Selena Gomez Collection contains items from the Strong Girl collection that Gomez designed for Puma that launched just before the holiday season.

Unlike the three Celebrity Fitness Stores, which contain a wide variety of fitness items and brands, the Selena Gomez store is essentially a custom page from the Puma store on Amazon listing products to buy, such as shoes and bags.

Amazon is promoting the launch with the following banner ad:

Gomez brings Amazon’s “The Celebrity Store” celebrity count to 28. Amazon first launched the hub in October of last year.

Amazon Expands Cross-Promotional Real Estate on “Our Brands” Apparel Product Pages

Amazon is constantly tweaking the design of product pages. For instance, yesterday we found that Amazon has integrated its “Scout” ML-based product recommendations tool onto furniture product pages.

Today we are seeing some new designs on Amazon’s private label and exclusive brand apparel product pages in the US that contain expanded cross-promotional real estate for “Our Brands” and other Amazon apparel-related services. It’s the first time we have seen these particular layouts.

Here are some examples. In each, we are seeing two cross-promotional modules directly below the product bullet points. We are only seeing these on product pages for “Our Brands” (i.e. Amazon private label and Amazon Exclusive brand) apparel items.

In this first example, we are seeing a “Beauty Essentials, Amazon Exclusives” module that promotes Our Brands items from the beauty category, followed by a “More like this from Our Brands” module that is promoting Amazon private label and exclusive brand apparel items.

In the second example below, we see a “Our New Year, New You Ambassadors” module promoting the new Celebrity Fitness Stores we found earlier this week, followed by the “More like this from Our Brands” module promoting Amazon private label and exclusive brand apparel items.

And in this third example, we see a Shopbop image ad (Shopbop is an Amazon-owned retail site that Amazon still runs), followed again by the “More like this from Our Brands” module.

Sometimes, Amazon puts paid ads in place of the first module in each example above, but nearly all Our Brand apparel product pages we are seeing now include the “More like this from Our Brands” module in this location.

This is another example of the type of “marketing support” Amazon offers for participating in the Our Brands program.

As always, we’ll continue tracking Amazon’s Our Brand marketing efforts.

Amazon Adds Module Promoting Alexa Devices on Product Pages for Alexa-Enabled Items

As Amazon continues to tweak the design of product pages — for instance, adding new cross-promo units to Our Brand apparel product pages, and adding the new Scout recommendations tool to furniture product pages — we are seeing another new module on some Alexa-enabled product pages.

It’s called “Add Alexa for voice control.” It lists a number of “Alexa devices compatible with this item,” each of which has their own “Add to Cart” button directly on the page. Here’s how it looks:

We’re seeing this module directly below the “Sponsored products related to this item” module and directly above the “Customer questions & answers” area.

In the example above, Amazon has chosen to feature the Fire TV Cube even though it is currently apparently out of stock — an early-rev bug we are sure Amazon will fix.

We’ll continue tracking Amazon’s Alexa hardware and software marketing efforts here at TJI.

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.

Amazon Adds Scout Recommendation Tool to Furniture Product Pages

Back in September, Amazon launched Scout, a furniture and home decor recommendations tool. The tool, located at amazon.com/scout, prompts visitors to “thumbs up” or “thumbs down” various suggested items from the furniture, home decor, lighting, kitchen, patio, bedding, and women’s shoes categories. As a customer rates items, less desirable items are removed and new items replace them. Customers can later pick up where they left off on their rating “journeys.”

Now, we’re seeing the Scout tool being integrated directly into select furniture product pages. Here’s how it looks:

The module is not labeled “Scout” (or anything else) — it’s simply titled with the instructions, “Like or dislike for instant recommendations.” It’s located between the “Sponsored products related to this item” and “Customers who viewed this item also viewed” modules. It behaves just like the widgets do on the Scout home page – as the customer rates items, new items dynamically replace less desirable ones.

Embedding a discovery mechanism like Scout deeply below the fold on product detail pages is an interesting decision by Amazon, but one we assume was thoroughly tested. It’s an opportunity for a potential customer to leave the product detail page they’re on, but also a new opportunity for product discovery. The concept makes sense for highly visual product categories like furniture and home decor.

Amazon is likely investing in new machine learning services to improve its personalization and recommendation algorithms. We believe automated personalization is an area in which Amazon can improve significantly through further R&D. Another opportunity for Amazon amongst certain customer segments would be human personalization, a la StitchFix. Amazon has not invested heavily in this area, but has created a little-known tool called Outfit Compare, in which customers can upload photos of themselves and get an Amazon staffer’s opinion of which looks better.

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.