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Sun Apr 17 2022 14:23:11

Amazon Drives Home a New Advertising Message

By: Ina Steiner

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We recently surveyed sellers about the ways online marketplaces attract new buyers. In the soon-to-be-published data, something jumped out at us: references to Amazon delivery vans as a marketing vehicle. 

We didn't ask sellers specifically about Amazon trucks. The survey asked them to rank paid search, affiliate marketing, email marketing, social media marketing, and TV/radio commercials on their effectiveness in attracting buyers, along with some other questions.

The following is a sneak-peek of excerpts respondents left in the comments field:

"Amazon delivery vans advertise via their logo painted on truck as they are out driving around."

"Amazon with its logo boxes and trucks probably does the best. It's instant recognition."

"Amazon is simply everywhere. Commercials, print ads, trucks, vans, social media, facilities, news coverage."

"Amazon stays in the news and has its branded trucks everywhere."

Sellers pointed out that Amazon's fleet of trucks on the highway and vans in cities and suburban neighborhoods are effective at getting attention.

That isn't lost on Amazon - it launched a marketing campaign in March that's plastered on the sides of its delivery vans. Instead of the blue smiley-arrow pointing at the word "prime" on the side of Amazon delivery vans, they now sport the following verbiage:

Pick two. 
Low Prices.
Fast Delivery.

You can check out images on Sign Pro's Facebook page, which indicates the campaign launched in March.

Here's what those Amazon vans used to look like (image taken from Amazon's press page):


As you can see from the images on the Facebook page, blue is out, orange is back in.

The survey respondents are a mix of sellers including EcommerceBytes readers and followers of The Auction Professor and Prime Time Treasure Hunter channels on YouTube. Stay tuned for the full survey results. 

In the meantime, let us know what you think of Amazon's decision to launch an ad campaign on its delivery vans, and what you think of the "Pick two" messaging.



Comments (7) | Permalink

Readers Comments

Perminate Link for Amazon Drives Home a New Advertising Message   Amazon Drives Home a New Advertising Message

by: terry55 This user has validated their user name.

Sun Apr 17 15:25:17 2022

Uh, so amazon got vans, so does UPS, FEDEX and most USPS. Just wait until the new Duck bill vans USPS is getting

Perminate Link for Amazon Drives Home a New Advertising Message   Amazon Drives Home a New Advertising Message

by: LDWCallsOut This user has validated their user name.

Sun Apr 17 15:49:27 2022

Amazon has never been my first choice in making a purchase.  Even when they were starting out as a source for mostly books and magazines, Amazon's approach to shoppers missed the mark from the first transaction, at least for me.  I bought a couple of books, using my real name of course, and their marketing software figured out I was female. I started getting email ads for books about applying cosmetics and styling my hair.  And nothing else.  No advertising for more items related to what I purchased.  Nope.  It was maybe a decade until I purchased from Amazon a second time.

During the pandemic when I was searching the web for toilet paper, hand soap (non-antibacterial), etc. I found the prices on Amazon to be among the highest online.  eBay sellers were much better in price, in selection, and the transactions were perfect.  If I didn't need Amazon then, I sure don't need them now!  They could go out of business tomorrow, and it wouldn't matter to me.

About the Amazon delivery vans, the ones I see around here need to be viewed with caution when walking or driving.  From what I've read, that is not unique to my neighborhood.  

For my two picks, I'll take market prices (with maybe an occasional sale), and SAFE but efficient delivery.  Which means the delivery truck will be USPS, UPS, or FEDEX bringing me items I purchased elsewhere online.

Perminate Link for Amazon Drives Home a New Advertising Message   Amazon Drives Home a New Advertising Message

by: GetAGrip This user has validated their user name.

Sun Apr 17 15:58:10 2022

My neighbor thinks I work for Amazon as their van is always in my driveway.  I love Amazon and would never consider anyone else.

Perminate Link for Amazon Drives Home a New Advertising Message   Amazon Drives Home a New Advertising Message

by: AddyUp This user has validated their user name.

Sun Apr 17 16:28:40 2022

The last amazon van that I noticed was the hit and run that scraped my rear wing. The last view I had of the van was it racing half on the pavement with a pedestrian being forced to jump out the way.

Amazon initially seemed helpful asking for the time and place then they just went all quiet.

That's one pedestrian and me that knows the lengths amazon go to to get your parcel delivered quickly. We're no longer impressed.

Perminate Link for Amazon Drives Home a New Advertising Message   Amazon Drives Home a New Advertising Message

This user has validated their user name. by: COVID-19

Sun Apr 17 19:17:56 2022

At least Amazon doesn't use those creepy unmarked white vans anymore.....

Perminate Link for Amazon Drives Home a New Advertising Message   Amazon Drives Home a New Advertising Message

by: Snapped This user has validated their user name.

Mon Apr 18 09:26:57 2022

There’s a reason almost every business that uses a vehicle has that vehicle plastered with their Logo, tag-line, address, phone and eMail/web site.  And it’s not just for a tax deduction; it’s a rolling billboard.  Snake oil sales flourished with ‘painted wagons’ in the 19th century.  Every tractor trailer ‘container’ also transported by rail and sea is emblazoned with the logo of the business transporting the goods within.  Half the ‘downtown traffic’ you may be stuck in is comprises of self-ad festooned business vehicles.  It’s global. So it’s not the means that’s the news.

Ok.  Tag line refresh.  As ‘effective’ at conveying a sound-bite sized message as most.  Nice touch with the play on the old chestnut - You can have it fast, cheap and accurate; pick two.

There’s another side to that though.  They left off the ‘accurate’ choice.  Or rather, made it for you.  🚛






Perminate Link for Amazon Drives Home a New Advertising Message   Amazon Drives Home a New Advertising Message

This user has validated their user name. by: iheartjacksparrow

Wed Apr 20 17:51:53 2022

In my area, most of the Amazon deliveries are done by a company that says Piggy on the side of the van.



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