Amazon looks to social-media modelling to extend consumer engagement

Geoffrey Precourt

Amazon, the online retailer, is introducing a range of new tools, similar to those available on social media, to help facilitate deeper engagement between brands and consumers.

Even as Amazon daily seems to be more pervasive and powerful, Colleen Aubrey, the online retailer’s global vp/performance advertising, sees “green fields” where “there’s still a lot more that we can learn and invent for customers in the shopper experience.”

As digital commerce has expended beyond a simple buyer/seller exchanged, Amazon has responded at every stage with offerings that not only match its competitive set but frequently upgrade the typical service offerings – think Amazon Music, Prime Video, Fire TVs and Tablets, Kindle e-Readers and its Echo/Alexa voice-enabled products, as well as Amazon Web Services for businesses.

“There’s actually a...

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