I was browsing using the Firestick a few nights ago and an ad showed up in the app for adidas Summer Running. I clicked through and there was a previous Live Stream associated with the product. In the app, Reebok and New Balance were highlighted as well. The same woman was used in the presentation of each product.
I took a moment to record what I saw. I apologize for the grainy video, but this is an interesting discussion and I needed to capture it to share. Amazon is the largest third party marketplace in the world. I’m a part of their consumer base by default. I have a Prime account which gives me Video Streaming, Free Shipping, Music Streaming and now the company is able to advertise to me with their Firestick when I’m switching from other streaming apps.
For retailers this will continue to chip away at the consumer base that is already digitally integrated. Amazon and their brand registries allows for the brand to limit the number of wholesale accounts they have with brick and mortar, but at what cost? In this instance, the ability to sell with Live video is undercut by Amazon’s decision to use the same person and their assumption that men aren’t shopping and shouldn’t be catered towards. Am I right?
Have you ever shopped during a Live Product Drop? Is this really the future, or does the process have to be less like an ad and a lot more seamless?
It’s important to know that when you are logged in to your Firestick, you can still make a one click purchase. This empowers Amazon, even if their merchandising/marketing isn’t very good.
