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New Amazon Moments reward scheme for digital and physical goods

By Chris Dawson February 15, 2019 - 11:45 am

Amazon have launched Amazon Moments, a service that lets developers easily reward customers across platforms and in more than 100 countries when they perform high value actions in apps and on websites.

With Moments, you can track actions in real time, create targeted campaigns, and reward customers with digital and physical products that are delivered to their doorsteps. For example, a video streaming service can encourage customers to watch the first five episodes of a new show by rewarding them with an action figure of their favourite character or a pair of headphones.

Amazon’s unique advantage

Amazon are in a unique position to partner for rewards due to their existing global fulfilment capability and reputation for top customer service. They can also offer a deep selection of products (both physical and electronic such as ebook distribution on Kindle). Amazon can offer access to literally millions of physical and digital products in over 100 countries.

Amazon Moments Campaign Flow

Moments uses a cost-per-action (CPA) pricing model so you only pay when users complete actions that matter to your business. A Moments marketing campaign has three core steps:

  1. You set the action or “Moment” you want to drive, choose a product or a reward package, and integrate the Moment API
  2. Users engage and complete the action in your apps and websites
  3. Amazon distributes a reward URL and fulfills the rewards

Amazon Moments reward flow
Because Amazon handles the fulfillment, your customers can take advantage of Amazon features like Prime shipping for Prime members, tracking information, and more. The Moments rewards catalogue provides access to millions of products including some of Amazon’s most popular items as well as reward packages, like plush toys, giving your customers the option to pick the plushy they like most.

A typical example could be a fitness app could choose a high-value action like completing 30 workouts if they know that most customers who complete 30 workouts continue using the app for six months and spend more than $25 within that period. A streaming video service may choose a high-value action like watching seven episodes of a popular show if most customers who watch seven episodes go on to complete the entire show.

Amazon Moments has the unique ability to drive consistent ROI. The flexible CPA pricing model enables you to set costs that won’t exceed your customer lifetime value (LTV). For example, if keeping an active payer engaged is worth $50, you can set a high-value action and offer $40 headphone sets with a comfortable margin of error. In addition, customer targeting allows you to tailor rewards to the LTV of each user segment. You could offer a $5 reward to new users, a $25 reward to active payers, and a $200 reward to top spenders.

Amazon Moments is already being used in the US by: Washington Post, TikTok, Sony Crackle, Sesame Workshop, USA TODAY, Sago Mini, and Bell Canada.

You can find out more about Amazon Moments on their landing page with technical documentation here.

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