Amazon’s New Program Lets Developers Reward Users With Gifts From the Site

The ecommerce platform wants to help developers drive engagement

Amazon has a new paid offering for developers. - Credit by Illustration: Dianna McDougall; Sources: Getty Images, Amazon
Headshot of Lisa Lacy

Digital marketers are always on the lookout for technology that can deliver the right message to the right person on the right device at the right time. Over the years, there have been many who have claimed they can do it. Today, another company enters the fray: Amazon.

With its new rewards service—called Moments—Amazon said it can help developers do just that on their apps and websites by incentivizing customers with rewards from—you guessed it—Amazon.

To use Moments, developers set a desired action they want the user to complete and select rewards from millions of Amazon products, including electronics, digital content, toys or Amazon credit. (Although Amazon noted a physical item typically performs better than credit.)

The ecommerce platform recommends developers focus on metrics like increasing conversion rate, retention or participation in an event. It also suggests testing campaigns in segments like winning back players, encouraging users to upgrade from a free trial to a paid subscription and incentivizing users to complete high-friction experiences.

From there, it’s up to users to complete the action so Amazon can fulfill said reward: The app/site notifies users of the action and reward and the developer uses the Moments API to generate a reward URL, which the consumer uses to redeem their prize.

The Moments API is compatible with Android apps, iOS apps, Fire OS and websites and uses a cost-per-action model, so developers pay for each user that achieves the action.

Delivery is available in more than 100 countries. So far, Amazon said brands like the Washington Post, TikTok, Bell Canada, Sony Crackle, Sesame Street, Sago Mini, PerBlue (Disney Heroes), MyTona, IGG and FunPlus have used Moments.

Amazon said success stories to date include: helping a gaming app developer increase the percentage of first-time players 20 times; enabling a streaming video service to double the likelihood of winning back subscribers by offering $10 in physical goods; and allowing an entertainment app/website to increase average daily users by 291 percent and its daily chat messages by 79 percent.

@lisalacy Lisa Lacy is a senior writer at Adweek, where she focuses on retail and the growing reach of Amazon.
Publish date: February 14, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT