‘Amazon Moments’ tool gives brands new way to build, deliver loyalty campaigns

Amazon Moment’s console rewards platform.

Amazon has launched Amazon Moments, a cross-platform solution that allows marketers to create cost-per-action (CPA) loyalty campaigns to be made available via a brand’s app or website. Delivered as an API, the platform lets marketers create campaigns aimed at driving a specific action and, based on the user completing the action, deliver customer rewards in the form of digital and physical products available on Amazon.

How it works. The Amazon Moments API offers a self-service tool where marketers can define a specific action they want a user to take on their website or app, and then choose an Amazon product or reward that will be delivered once the action is completed.

For example, Amazon explains, if a fitness app developer knew that users who complete 30 workouts during a given time period are more likely to spend money on the app, it could incentivize users by giving them a reward for accomplishing this action. 

The Amazon Moments API lets marketers set campaign dates, add reward products and packages, and customize promotional messaging on the reward landing page. Campaigns can be created across multiple geographies, with rewards available to ship to Amazon users in more than 100 countries. Amazon Moments’ pricing is structured on a cost-per-action model: “Marketers only pay when an action happens,” said Amazon’s head of marketing and consumer innovation Amir Kabbara.

Once a brand implements a Moments campaign on its app or website, users that complete the selected action will be able to redeem the Amazon Moments loyalty rewards within their Amazon account page.

“Moments removes complexity for developers by packaging reward programs into a simple, self-service console that lets marketers set up campaigns quickly without worrying about reward sourcing, management or fulfillment,” said Kabbara in the release announcing Amazon Moments.

Results so far. Washington Post, TikTok, Sony Crackle, Sesame Workshop and USA TODAY were among the beta users who have had access to the Amazon Moments API during the past year. Sesame Workshop used a Moments campaign to drive in-app purchases using an eBook reward.

“With Moments, we were able to connect our digital eBook offerings with our IAP offers to drive deeper engagement across the Sesame Street branded experience. It was seamless across iOS, Android and Fire OS and increased net revenue by sixteen percent,” said Sesame Workshop’s senior director of business development Lili Lampasona.

TikTok, a social app for short-form video content, said it was able to quickly test and optimize campaigns to resonate with its global platform — making it possible to award prizes without putting the burden of storing or shipping prizes on the company. Amazon says another beta user — an unnamed streaming video service — ran a Moments campaign offering $10 worth of rewards which resulted in two-times the likelihood of winning back a subscriber.

“An entertainment app and website increased their average daily users by 291 percent and their daily chat messages by 79 percent,” said Amazon.

Why you should care. Amazon Moments offers retail marketers all the benefits of a loyalty campaign without the headache and challenges of managing, tracking and executing a rewards program. Amazon does the heavy lifting by providing an API that tracks user actions in real-time, doesn’t require a brand to share customer data, and, according to Amazon, takes developers less than a week to integrate into an app or website. And, because the pricing model is created on a CPA basis, there is little risk involved for brands.