• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Retail

‘Amazon Moments’ tool gives brands new way to build, deliver loyalty campaigns

Marketers will be able to use the self-service API platform to create reward programs that drive user actions across apps and websites.

Amy Gesenhues on February 15, 2019 at 12:49 pm
  • More

Amazon Moment’s console rewards platform.

Amazon has launched Amazon Moments, a cross-platform solution that allows marketers to create cost-per-action (CPA) loyalty campaigns to be made available via a brand’s app or website. Delivered as an API, the platform lets marketers create campaigns aimed at driving a specific action and, based on the user completing the action, deliver customer rewards in the form of digital and physical products available on Amazon.

How it works. The Amazon Moments API offers a self-service tool where marketers can define a specific action they want a user to take on their website or app, and then choose an Amazon product or reward that will be delivered once the action is completed.

For example, Amazon explains, if a fitness app developer knew that users who complete 30 workouts during a given time period are more likely to spend money on the app, it could incentivize users by giving them a reward for accomplishing this action. 

The Amazon Moments API lets marketers set campaign dates, add reward products and packages, and customize promotional messaging on the reward landing page. Campaigns can be created across multiple geographies, with rewards available to ship to Amazon users in more than 100 countries. Amazon Moments’ pricing is structured on a cost-per-action model: “Marketers only pay when an action happens,” said Amazon’s head of marketing and consumer innovation Amir Kabbara.

Once a brand implements a Moments campaign on its app or website, users that complete the selected action will be able to redeem the Amazon Moments loyalty rewards within their Amazon account page.

“Moments removes complexity for developers by packaging reward programs into a simple, self-service console that lets marketers set up campaigns quickly without worrying about reward sourcing, management or fulfillment,” said Kabbara in the release announcing Amazon Moments.

Results so far. Washington Post, TikTok, Sony Crackle, Sesame Workshop and USA TODAY were among the beta users who have had access to the Amazon Moments API during the past year. Sesame Workshop used a Moments campaign to drive in-app purchases using an eBook reward.

“With Moments, we were able to connect our digital eBook offerings with our IAP offers to drive deeper engagement across the Sesame Street branded experience. It was seamless across iOS, Android and Fire OS and increased net revenue by sixteen percent,” said Sesame Workshop’s senior director of business development Lili Lampasona.

TikTok, a social app for short-form video content, said it was able to quickly test and optimize campaigns to resonate with its global platform — making it possible to award prizes without putting the burden of storing or shipping prizes on the company. Amazon says another beta user — an unnamed streaming video service — ran a Moments campaign offering $10 worth of rewards which resulted in two-times the likelihood of winning back a subscriber.

“An entertainment app and website increased their average daily users by 291 percent and their daily chat messages by 79 percent,” said Amazon.

Why you should care. Amazon Moments offers retail marketers all the benefits of a loyalty campaign without the headache and challenges of managing, tracking and executing a rewards program. Amazon does the heavy lifting by providing an API that tracks user actions in real-time, doesn’t require a brand to share customer data, and, according to Amazon, takes developers less than a week to integrate into an app or website. And, because the pricing model is created on a CPA basis, there is little risk involved for brands.

Key Resources

  • Get the report: Amazon Advertising Forecast 2019
  • Amazon's streamlines DSP usability as it continues ad biz ramp up
  • 'Amazon Moments' tool gives brands new way to build, deliver loyalty campaigns
  • Key considerations for achieving success on Amazon

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Related Topics

AmazonChannel: RetailE-CommerceMarketing ToolsMobile Marketing

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

June 21-22, 2021: SMX Advanced Europe

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

December 14, 2021: SMX Code

Available On-Demand: SMX

Available On-Demand: SMX Report

×


Learn More About Our SMX Events

White Papers

  • State of Email Marketing 2021 Report
  • Three Pillars of CRM Data Management
  • What Customer Experience Means in 2021
  • The 7 Phases of a Website Redesign
  • Rearchitecting Revenue: Accelerating Demand Through Data
See More Whitepapers

Webinars

  • The AI Revolution Is Coming to Every Stage of Your Buyer’s Journey
  • The Fundamentals of Link Building for E-Commerce & Affiliate Sites in 2021
  • Your Customer is Calling: Make the Most of Your Marketing Spend with Call Tracking
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research
Receive daily marketing news & analysis.

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS
  • Youtube

© 2021 Third Door Media, Inc. All rights reserved.