Amazon recently launched their third platform – Amazon A+ Content. A+ is a new multi-platform initiative from Amazon that includes an application marketplace and associated data source powered by Amazon Web Services (AWS). It is an extension of Amazon’s existing suite of Web tools for e-commerce including Sorting Tool, Selection Cloud and Select Smart Pricing. Amazon’s strategy of pushing into more verticals, such as e-commerce, is paying off as companies realize the potential of integrating Amazon’s own applications and data sources with e-businesses.
The Ugly Truth About Amazon A+ Content
Amazon’s A+ Content follow in the footsteps of its other endeavors such as the Kindle Store and Kindle Radio. Amazon has made great strides towards expanding its influence and presence on the web through its successful purchase of Whole Foods and its acquisition of Zappos. The acquisition of these two high profile e-commerce acquisitions provides Amazon with the ability to leverage its size and power to launch a full scale digital grocery store and related e-commerce centers across the United States. In addition, Amazon already has a strong presence within the music industry through its exclusive online-only subscription service, Prime Music, and its recently announced partnership with Rhapsody, giving it an exclusive right to stream music to millions of HD televisions.
Another key focus of Amazon’s strategy for launching A+ Content is how it will help customers engage with and recommend products. Using data from Amazon’s massive user community, the program will provide recommendations based on what users are most likely to purchase based on factors such as user age, gender, spending habits, purchase frequency and even location. Amazon will also take input from customers in terms of what they would like to see as a product page. These steps are a natural extension of Amazon’s ongoing strategy of building an extensive platform to engage consumers in helping shape the direction of the company.