Amazon Thinking Outside The Box With Inserts

Amazon.com says it is thinking outside the box, both figuratively and literally, when it comes to insert media.

Sam Wheeler, director of advertising and partnerships for the Seattle-based online behemoth said it has added insert opportunities such as on-the-box advertising as an option for marketers willing to ride along with Amazon, which ships about 80 million packages a year in the U.S.

Wheeler told attendees at the Direct Marketing Association’s Insert Media Day in New York on March 6 that Amazon is willing to have boxes printed up that include an advertiser’s logo, in black, alongside Amazon’s iconic smiley logo.

There is a catch though. The order has to be in the hundreds of thousands range of boxes, Wheeler said without revealing the price tag.

“It can get you in a lot of places,” Wheeler said. “Think about the holidays, when the news shows clips of UPS workers sorting packages or carrying packages into a building. The viewer gets exposed to the brand.”

For advertisers not willing to take the risk, Wheeler said Amazon will continue to offer traditional insert opportunities. Though 1 million used to be the magic minimum number for accepted inserts, Wheeler said Amazon has started allowing marketers to test with a minimum of 200,000 inserts.

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