Amazon is testing a program that lets its various featured brands like Maybelline or Folgers pay the etailer to send product samples to its consumers in accordance with the data Amazon collects regarding their preferences

It is well known among consumers that Amazon uses search and purchase histories to create ads and suggest new products. The multi-billion dollar business is now going one step further, using algorithms to determine what customer might enjoy.

A report from Axios details that Amazon has been partnering with some brands and letting them send samples to customers that Amazon’s data has indicated would be receptive to their products. The idea is to use machine learning to help brands better content with potential customers, to the benefit of both the brand and Amazon itself. And while shoppers can opt out of this program, it doesn’t keep Amazon from tracking the same data.

Competing retailers like Google and Facebook can thus far only make ads and suggestions for services and goods. While Amazon currently generates most of its revenue through display ads, it hopes to marshal the strength of its massive consumer data and insights to build even stronger customer-brand connections and engagement.

Amazon


Lead image: unboxing Amazon package stock photo from Hadrian/Shutterstock

It is well known among consumers that Amazon uses search and purchase histories to create ads and suggest new products. The multi-billion dollar business is now going one step further, using algorithms to determine what customer might enjoy.

A report from Axios details that Amazon has been partnering with some brands and letting them send samples to customers that Amazon’s data has indicated would be receptive to their products. The idea is to use machine learning to help brands better content with potential customers, to the benefit of both the brand and Amazon itself. And while shoppers can opt out of this program, it doesn’t keep Amazon from tracking the same data.