In addition to Amazon.com, Amazon launched a new program that provides information on what they have bought and rewards users directly for responding to simple surveys. Participants in the program, called Amazon Shopper Panel, are required to send 10 receipts per month when shopping at non-Amazon stores, such as grocery stores, department stores, pharmacies, cinemas, theme parks, and restaurants. Of course, Amazon-affiliated stores such as Whole Foods, Amazon Go, Amazon Four Star, and Amazon Books are excluded.
To participate in the program, you can get a $10 reward by taking a photo of a paper receipt or sending it to receipts@panel.amazon.com using the new Amazon Shopper Panel mobile app for iOS and Android. It can be added to Amazon Balance or used for donations to charities.
According to Amazon, you pay a new reward every month for responding to all surveys. It is an option, but it is about how much you want to buy the brand or product you are interested in. Remuneration varies depending on the content, such as a questionnaire asking for impressions on advertisements.
The program is currently only for US consumers, and only those who have been invited and registered to participate. The invited participant downloads the Amazon Shopper Panel app and becomes a panel. If not, you can subscribe to the reservation list and wait for the invitation.
The data obtained through the Amazon panel will benefit from various forms. Amazon has the potential to use consumer data to improve content provided on Amazon services such as Amazon.com and Whole Food Markets and Prime Video. Amazon also explains that the data it collects will help Amazon build a model of what products a particular consumer group is interested in to help advertisers know their relevance at the level of advertising, purchases, and groups. do. In some cases, data is branded to get feedback on existing products.
The program is organized around how Amazon uses consumer purchasing information, both inside and outside the United States, as the eyes of Amazon’s growing watch over business practices that hinder competition. U.S. regulators have vehemently criticized Amazon for using external retail sales data for its own business. Amazon is also facing fears of being prosecuted for violations of antitrust laws in its EU business.
In the midst of this, Amazon continued to increase its investments in the advertising business, reaching $3.91 billion in the first quarter, up 44% year-on-year. This growth rate is not at all in terms of the total amount, but it is greater than Google’s 13% and Facebook’s 17%. For reference, the Google advertising project cost was $28 billion in the first quarter and $17.4 billion for Facebook.
As it is evaluated that the e-commerce conversion is being accelerated by 5 years due to Corona 19, the need for more efficient advertising space within Amazon is also growing. Therefore, it appears that the need to fetch more data than can be collected directly from its website has increased dramatically. In a message to advertisers to coincide with the launch of the program, Amazon also revealed that its e-commerce business is a tiny piece of its entire retail market. The shopper panel then explains that it provides additional insights that are not tied to the Amazon store and supports resellers or brands. Related information can be found here .