How to Target Consumers with Amazon Product Samples
Amazon in the United States has an exciting advertising option for brands and retailers: to offer free products to consumers who haven’t requested it. It’s called Amazon Product Samples and the samples are free, recipients don’t have to pay anything. Amazon says they surprise selected customers with samples they think are delicious and useful.
Free samples aren’t a particularly new strategy, at mainline stations you’ll often find soft drink companies giving out mini sample cans for free, and supermarkets regularly offer free samples and tasters. The difference is that consumers can choose to accept or decline, but with Amazon the products just arrive, although consumers can opt out of the program if they wish … but it is up to them to know that the program exists before you start receiving gifts.
Interestingly, you don’t have to be an Amazon.com Prime member to receive samples – they can be sent to anyone with a registered Amazon account. Chances are, depending on the product sent, the samples will go to consumers on Amazon who have purchased similar products before – you probably won’t get a cat food sample if you’ve never purchased food. for cats on Amazon in the past!
Amazon says the samples are akin to Amazon product recommendations, with the real difference that you can try, smell, smell, and taste the product. There is no obligation to purchase or review the product – if your buying profile meets the criteria of the advertisers that you are. There is also no mechanism for consumers to request samples, advertisers will give Amazon the profile of the customers they would like to target and samples will be sent out based on that.
Samples of Amazon products are delivered to Amazon by the advertiser and Amazon will then distribute the products through Amazon Logistics or its usual delivery partners.
Amazon product samples are an exciting way for advertisers to leverage the power of Amazon, and the market is uniquely positioned to maximize exposure, by putting samples in the hands of consumers who have purchased similar products before. It is a program that sets Amazon apart from advertisements like Google, Bing, and Facebook because they have no mechanism for delivering the products.
The Amazon product sample program will be out of the reach of small retailers and brands as the barrier to entry is high considering the costs of advertising and free products. For brands that want to target consumers in the United States, this is an option to consider.
Amazon advertising options
To learn about other Amazon advertising options and how to choose the best solution for your business, read “How to Choose the Right Amazon Advertising for Your Business”