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More for gifts of collectibles. (2007). E-Commerce and V-Business: Digital Enterprise in the
Friday Sale
Deep discounts at Amazon's outlet
All product categories
Deals dependent on close out, etc.
Designed to drive traffic to site on low e-commerce day.
Gift Cards
Gift cards sent or emailed to anyone, anywhere
Keeping fiscal shopping with Amazon even if one cannot decide on a particular gift.
Gift cards are extremely popular in the contemporary gift giving market.
Also can be used as part of a wedding or baby registry.
Gold Box
Timed deals in all merchandise, changes every 4 hours.
Up to 70% discounts on many items.
People who like to shop; ex. HSN and ShopNBC types.
Sometimes great bargains, but one must check regularly to find them.
Music Deals/
Video/DVD
Offers newest releases, updates customer preferences
MP3 downloads available, albums, etc. competing with I-Tunes
Ease of shopping and collecting. Hourly updates on bestsellers.
Often less expensive than through Blockbuster or Netflix
Toys
Exceptional savings, many direct from the manufacturer
Again, designed to keep the dollars in the e-marketing field.
Targeted to price and age range; reviews and recommendations.
Even with shipping, often less expensive than shopping brick and mortar.
Conclusions -- Promotion is simply the way Amazon.com works. Everything is promoted -- nothing is at retail price, and everything cross-links to everything else. The naturally good deals of the day are enhanced by the Gold Box, Friday Sale, or Personalized recommendation deals. Amazon promotes its own credit card as well, allowing an almost complete shopping stream and experience: Food, medicines, toys, games, books, music, electronics, furniture, anything a homeowner would want -- including fresh produce and groceries in selected areas. This, all shipped to your door -- often free, with the option of using their credit card to pay for the order. Truly, all-encompassing and amazing promotional paradigm.
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