We are excited to announce Amazon Moments, a cross-platform marketing tool that lets you easily reward customers in more than 100 countries when they perform high-value actions in your apps and websites. Until now, many companies were limited to giving in-app items as rewards or were spending a lot of time figuring out how to source and fulfill physical rewards. With Moments, you can track actions in real time, create targeted campaigns, and reward customers with digital and physical products that are delivered to their doorsteps. For example, a video streaming service can encourage customers to watch the first five episodes of a new show by rewarding them with an action figure of their favorite character or a pair of headphones. Notable customers using Moments include: Washington Post, TikTok, Sony Crackle, Sesame Workshop, Bravo, USA TODAY, Sago Mini, and Bell Canada.
“With Moments, Amazon is reinventing the way companies approach marketing by letting them turn engagement campaigns into rewarding moments that drive long-term value,” said Amir Kabbara, Head of Amazon Moments. “Moments removes complexity for developers by packaging reward programs into a simple, self-service console that lets marketers set up campaigns quickly without worrying about reward sourcing, management, or fulfillment.”
Moments uses a cost-per-action (CPA) pricing model so you only pay when users complete actions that matter to your business. A Moments marketing campaign has three core steps: 1) you set the action or “Moment” you want to drive, choose a product or a reward package, and integrate the Moment API, 2) users engage and complete the action in your apps and websites, and 3) Amazon distributes a reward URL and fulfills the rewards. Because Amazon handles the fulfillment, your customers can take advantage of Amazon features like two-day shipping for Prime members, tracking information, and more. The Moments rewards catalog provides access to millions of products including some of Amazon's most popular items as well as reward packages, like plush toys, giving your customers the option to pick the plushy they like most. Click here to learn more about Moments.
"We are increasingly seeing marketers dedicate advertising spend to keeping their existing customers engaged,” said Aaron Rubenson, Vice President at Amazon. "With Moments, we've made it easier for marketers to reward customers for taking meaningful actions, boosting engagement in a cost-effective way.”
Drive actions that matter
Moments gives marketers the flexibility to choose actions that help them achieve their goals. For example, a fitness app may choose a high-value action like completing 30 workouts if they know that most customers who complete 30 workouts continue using the app for six months and spend more than $25 within that period. A streaming video service may choose a high-value action like watching seven episodes of a popular show if most customers who watch seven episodes go on to complete the entire show.
After companies choose their action or “Moment” they want to drive, they can use the self-serve console to set their campaign dates, add a product or a reward package, then customize promotional messages and the reward landing page. Companies can introduce Moments into their app and websites by challenging customers to finish certain goals via in-app messages, notifications, social media posts, and more. The flexibility of the tool enables campaign set-up across all your user segments, from new customers to active players to churned payers. For example, a local newspaper that wants to drive subscriptions can notify customers with a “Buy a six-month subscription and get your favorite book (valued up to $15) on Amazon” message.
"With Moments, we were able to connect our digital eBook offerings with our IAP offers to drive deeper engagement across the Sesame Street branded experience. It was seamless across iOS, Android, and Fire OS, and increased net revenue by 16%," said Lili Lampasona, Senior Director, Business Development at Sesame Workshop. “The combination of one of Amazon’s core competencies, fulfillment, with Sesame Workshop’s core mission of helping kids become smarter, stronger, and kinder means that, in addition to a deeper engagement with our audience, we may also have a better chance of making a difference in the lives of children.”
Flexible pricing + customer targeting = positive return on investment (ROI)
Moments has the unique ability to drive consistent ROI. The flexible CPA pricing model enables you to set costs that won't exceed your customer lifetime value (LTV). For example, if keeping an active payer engaged is worth $50, you can set a high-value action and offer $40 headphone sets with a comfortable margin of error. In addition, customer targeting allows you to tailor rewards to the LTV of each user segment. You could offer a $5 reward to new users, a $25 reward to active payers, and a $200 reward to top spenders.
Companies across all industries have seen improvements in their engagement and monetization metrics. A streaming video service ran a Moments campaign offering $10 worth of physical rewards and doubled the likelihood of winning back a subscriber. An entertainment app and website increased their average daily users by 291% and their daily chat messages by 79%. Another developer saw a 97% lift in D30 retention and a 43% lift in average daily revenue 30 days post-campaign in their new user cohorts.
Simple cross-platform integration and self-service tools with global reach
The user-friendly self-serve console allows your team to choose when, where, and how your users see Moments and receive rewards. You can easily set up multiple campaigns to A/B test the most effective mixture of CPA, actions, and rewards. You can set rewards across multiple countries and ship products to 100+ countries to reach customers exactly where they are.
Our lightweight integration empowers you to engage your customers across iOS, Android, FireOS, web, and more. You can get started with a quick server-side API call that doesn't require you to share any of your customer's personal information. Moments was created to be a simple add-on to your existing retention mechanisms for a truly customizable experience. On average, developers who have integrated the Moments API say it took them less than one week to complete the integration and test it. Click here to read the technical and user documentation.
"Moments allowed us to award prizes without the burden of storing or shipping the items, using just a quick and easy integration," said TikTok. "We were able to quickly test and optimize campaigns to resonate with our global platform."
How to get started
Explore the Moments site to read best practices and learn how to run a successful test campaign. Then, follow these three steps to get started today:
- Sign in to the Moments Console with your Amazon credentials. If you don't have an account, registration is easy and free.
- Register your app and get an API key. It takes less than a minute.
- Create your campaign and begin testing out Moments.