Holiday programming feature highlights exclusive content
Amazon.com says a holiday programming feature that highlights content exclusives from a range of artists has helped drive sales for the participating acts.
The campaign, "Holiday A-List," features a new exclusive from a musician, actor, author, director or media personality on the front page of the Amazon site each day until early January.
Amazon says sales of "The Essential Bruce Springsteen" (Columbia) jumped 333% following an A-List feature in November. Following the A-List presentation of a Counting Crows concert, filmed exclusively for Amazon.com, sales of the band's new hits set "Films About Ghosts" (Geffen) surged from No. 34 to No. 2 on the site's sales chart. Likewise, Foo Fighters and Jack Black each had new DVD titles in the Amazon top-10 the day after their A-List appearances.
Along with the content feature, each A-List act recommends three items-of either their own work or someone else's-to be highlighted for purchase.
Content exclusives are becoming increasingly important to e-commerce merchants and online music services, which are using them as a point of differentiation and a way to lure shoppers.