Amazon.com Inc. (AMZN) rolled out a novel self-service tool, Amazon Giveaway, that lets customers host giveaways on its website.
With this new service, the e-commerce giant is pushing toward using its site as a sales and promotion platform.
According to Amazon, the expression “giveaway” is used more than a million times on social networking sites like Twitter (TWTR), Facebook (FB), YouTube and Instagram and prompted it to offer the same functionality to authors, artists, bloggers brands, bloggers, sellers and others who want to raise awareness about something.
How Does It Work?
There are no eligibility criteria to run these kinds of promotions on Amazon.
The new tool will take advantage of Amazon’s shipping capabilities, as the company plans to take care of the distribution of giveaway prizes directly to winners.
The prizes need to be selected from an Amazon product page. The user then has to click on the “Set up a giveaway” link located near the bottom of the page.
The host of the giveaway then needs to enter the details about the promotion along with any other custom text or content. They will also be required to specify the rules of the promotion.
Once the setup is complete, Amazon provides a short link that promoters can then share somewhere else on the net, social media, through emails, or any other way they wish.
Amazon Giveaway is absolutely free, except for the price of the products used as prizes.
Users can give away up to 50 prizes for a total value of $5,000. Though this limits the contest a little bit, as a business cannot offer a large number of expensive prizes, it’s not a big deal.
To celebrate and introduce clients to Amazon Giveaway, Amazon, along with participating brands plans to run several giveaways across different social media sites. One just needs to type #AmazonGiveaway on sites like Twitter, Facebook, Instagram, Snapchat and Pininterest to find new giveaways everyday.
With this move, Amazon is moving deeper into eBay’s (EBAY) and Etsy’s territory. Etsy already offers a third-party self-service giveaway called Etsy Giveaways.
The entrants of these contests can, according to Amazon, be rest assured that they're not getting conned by visiting some random contest website. So, if someone wants to try their luck, now they know where they won’t get scammed.
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