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.