business news in context, analysis with attitude

by Kevin Coupe

One of the things that we often write about here on MNB is how Amazon consistently works to make its Prime membership more and more robust, adding levels of benefits that are designed to attract new members.

There’s a good reason for that. Prime members spend significantly more on Amazon than non-members. CNBC reports that “GBH Insights has predicted the average Prime customer is spending 20 to 25 percent more on around the holidays this year.”

Which tells you everything you need to know about why Amazon this morning announced that “Prime members will be the first to get exclusive access to an early showing of Jumanji: Welcome to the Jungle, one of the most anticipated holiday movies. The early showing for Prime members will take place at 7 p.m. local time on December 8 – a full 12 days before the film is released on December 20, 2017. Members can purchase up to 10 tickets for the showing at one of more than 1,000 theaters across the country.”

The announcement also says that “in select theaters, Amazon will roll out the Prime ‘blue carpet’ to surprise members with a unique experience. The first members to arrive at the showing early will have the opportunity to get some of the most popular Amazon devices using Prime Now, Amazon’s one and two hour delivery service. Members will also be able to enjoy a Jumanji-themed photo booth courtesy of Prime Photos, gift bags with Whole Foods Market Gift Cards, giveaways and more.”

This isn’t just about winning at Jumanji. It is about winning at being a juggernaut.

The question for you: What are you doing to compete with this kind of ambitious, aggressive marketing?

It is an Eye-Opener.
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