AMAZON MUSIC: IGNITING FANDOM EXPERIENCES
Leaning into fandom with bespoke / meaningful interactions between creators and fans.
Livestreams / In App Purchase / Gated Merch / Buy in Venue - Ship Home
How might we... bring fans closer to live experinces in app
Amazon Music brings live events to customers around the world through our partnerships with Twitch and Prime Video. The challenge was creating an in app destination for streaming Live events that didn’t force a fragmented experience across multiple properties.
AMAZON MUSIC LIVE:
STREAMING IN APP
Amazon Music Live Hub + Embedded Livestream Player on the Event Detail Page
Seamless cross platfrom CX
Livestream events bring opportunities for engaged fans to participate in commerce and community features with the availability of multiple devices. While living room devices (ie. TV / Gaming Platforms) typically lack features associated with robust mobile products, bridging the gap between the two surfaces presented an opportunity to capitalize on the strengths of each for a richer experience. In the case of Bad Bunny, a mid-broadcast merch QR offering leveraged mobile capabilities to bring super fans right into a mobile in-app purchase flow.
SEAMLESS PURCHASE CX
How might we…
leverage the Amazon commerce platform to make checkout seamless
Historically, Amazon Music customers were redirected to the Amazon marketplace to complete their merch purchases. The result was a dramatic lack of conversion due to friction and customer confusion.
In App End to End Purchase flow
GATED MERCH AND FAN REWARDS
How might we…
celebrate dedicated fan behavior with unique access and opportunities to content
Gated Merch rewards for top fans
Gated merch offers
Highly engaged fans have an elevated appreciation for exclusive and early access to creator content. Examples range from early ticket access to exclusive merch opportunities that reinforces their connection and commitment to an artist over time. Through a series of experiments with targeting top fans, the conclusion was clear… merch exclusivity for committed customers resulted in record setting sales and increased listening hours/retention.
How might we…
Buy in Venue Merch Online and ship home
With seamless in app checkout capabilities intact, the chance to extend the capability into bespoke white label experiences was available. To empower creators and artists… “in venue purchasing” is now available from your mobile device. With just a few taps, you skipped the line and with PRIME, it’ll be on your doorstep the very next day
