Alexa Built-in Headphones Messaging Playbook
In order for customers to enjoy the benefit of Alexa on their hearable product, Alexa branding and messaging must be integrated across marketing assets. Building on our experience with many different Alexa products we recommend focusing on the 3 steps below, and the messaging in this playbook is designed to help you with each step along the way.
Step 1
Create awareness of Alexa and land benefits of voice on hearables.
Step 2
Deliver a simple Out of Box Experience (OOBE) that guides the customer through Alexa setup.
Step 3
Educate customers on Alexa features and functionality post purchase.
To drive awareness of Alexa on Alexa Built-in Headphones, you can use branding and messaging at point of sale on physical displays, on detail pages and digital banners, and in retail sales person training.
Integrated messaging is available here.
Execution Checklist :
- Include Alexa as a top 3 message across marketing materials.
- Mention Alexa or Alexa Built-in with copy and/or Alexa built-in badge.
- Highlight customer benefit through copy and/or utterance.
- Create retail demos (videos showcasing the voice experience on hearables, especially on the go).
- Consider dedicated kiosks.
You are encouraged to mention the #AskAlexa hashtag in social media posts. Amazon does not use the #Alexa or #Echo hashtags in our social copy and we ask that you avoid those as well.
To make it easy for customers to identify if Alexa is available on your hearable, leverage packaging and on device messaging.
Integrated messaging is available here.
Execution Checklist :
- Include Alexa Built-in badge on front of box at equal size to other logos, include Alexa messaging on back of box.
- Highlight the benefits of Alexa through messaging and utterances in the instruction booklet contained within the device packaging.
- Highlight the benefits of Alexa during the device set up experience and prompt customers to try Alexa by providing utterances.
Post purchase notifications (email and app notifications) will continue to remind the customer of the additional value of Alexa that comes with their Hearable and Wearable.
Execution Checklist :
- Use email to prompt Alexa setup or highlight new functionality..
- Build app notifications to prompt Alexa setup or highlight new functionality.
- Integrate Alexa messaging in post purchase nurture emails.
- Highlight new Alexa features and functionality through ongoing engagement content in app, via email and in online retail.
For each locale where your product will launch, follow these guidelines:
- When launching your device internationally and creating localized assets, do not list any services that are not available to end users in a particular country, or are not available on your device in that country. Please refer to the AVS for International page for an overview of countries where the Alexa Service is currently available, and for a list of accompanying services (e.g. Amazon Music) available by country.
- For assets, including non-English languages, use the localized copy as outlined in the How to talk about Alexa section of the Developer Portal.
- All localized assets referring to Amazon Alexa need to be approved by Amazon, even if Amazon has previously approved the English version of such assets.
- If your product is a global product, you are required to use the following messaging to ensure customers understand that Amazon Alexa is not currently supported in all languages or countries:
- For global product packaging, use this statement: “Alexa is not available in all languages and countries, Alexa features and functionality may vary by location."
- For use on online product detail pages, use this statement: “Alexa is not available in all languages and countries. Alexa features and functionality may vary by location.”
- For any off-Amazon marketing assets, including retail display, use this statement: “Alexa is not available in all languages and countries. Alexa features and functionality may vary by location.”
Trademark attribution should be included with every usage of the Alexa brand. On digital assets that are too small in size to include Trademark attribution, the attribution must be included to linked content.
| US | Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates. |
| UK | Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates. |
| DE | Amazon, Alexa und alle zugehörigen Logos sind Marken oder eingetragene Marken von Amazon.com, Inc. oder eines verbundenen Unternehmens. |
| JP | Amazon, Alexa および関連するロゴはAmazon.com, Inc. またはその関連会社の商標です。 |
| IN | Amazon, Alexa and all related logos are trademarks of Amazon.com, Inc. or its affiliates. |
As you launch your Alexa Built-in product, we recommend participating in the following marketing activities.
- If you’re not yet selling on Amazon.com, sign up with Seller Central.
- Use Amazon Marketing Services (AMS), a self-service, pay-per-click targeted ad platform to drive awareness and traffic to your detail page. For this paid opportunity you must be an Amazon vendor. To sign up, access Vendor Express. Then log in to Amazon Vendor Central, find the Advertising tab, and select Advertising at Amazon.
- Vendors can action their own vendor funded price discounts, Amazon Best Deal, and Lighting Deal promotions on products they are selling on Amazon.com through Vendor Central. To use these tools, log in to Amazon Vendor Central. Under the Merchandising tab, select Promotions.
- Note: All deals need to be submitted four weeks prior to the desired run date. Please check the complete tutorial for more information.
All marketing materials, which include but are not limited to press releases, packaging, retail fixtures, websites, Amazon product detail page content, TV campaigns, and videos that reference Alexa must be sent to the following email addresses for written approval.
Alexa Built-in Approvals (US/Global, Non-EU/JP) : avs-marketing-review@amazon.com
Alexa Built-in Approvals (EU) : eu-avs-marketing-review@amazon.com
Alexa Built-in Approvals (JP) : jp-avs-mktg@amazon.com
Alexa Built-in Approvals (IN) : in-avs-marketing-review@amazon.com
