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Amazon to Sellers: Use Giveaways to Promote Your Products

Amazon is opening up its sweepstakes program to FBA inventory, but it seems likely that most sellers who use Fulfillment By Amazon will benefit only if they use the program themselves. The company launched its Amazon Giveaway program a year ago to allow businesses to easily setup and run sweepstakes with its own products as the giveaways.

Running a sweepstakes is harder than it sounds due to laws and regulation, but Amazon Giveaway takes care of compliance issues.

As we noted last year, Amazon doesn’t charge online merchants or others who wish to run a contest, but it doesn’t need to: businesses are limited to offering Amazon products as prizes, so it will benefit by selling more products, we explained.

An Amazon spokesperson told EcommerceBytes this week that Amazon Giveaway has generated more than 9 million entries to date. “On average, traffic to product pages for items featured in an Amazon Giveaway increases by more than 40% in weekly growth during the week a giveaway runs,” she said.

Now that the program is open to FBA products, it appears Amazon is hoping sellers will use Amazon Giveaway to promote their own products. The enticement, according to the spokesperson: “FBA Sellers and others can use Amazon Giveaway to create buzz, attract customers to their unique selection and build their brands and social media presence.”

She noted the program has already proven popular among authors, marketers, bloggers and artists as a way to market their brand and products.

There are various conditions Amazon Giveaway hosts can require in order for people to participate in their contests. The company spokesperson noted that Amazon Giveaway hosts who have required entrants to follow them on Twitter in order to enter into their contests have generated a cumulative 2.8 million new Twitter followers.

Amazon has also updated the Amazon Giveaway tool to help both authors and sellers increase their visibility among customers. To kick off the enhancements, Amazon is running a Seven Days of Giveaways promotion in conjunction with participating authors and sellers.


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Ina Steiner
Ina Steiner
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to ina@ecommercebytes.com.