Amazon Moments is a service that lets you increase the user actions that matter in your apps, games, and websites by rewarding customers with physical or digital items when they complete these actions.
Moments uses a cost-per-action model. You set a total spending limit for the campaign, and pay the CPA (cost per action) for each user that achieves the action.
The Moments API, which is compatible with Android and Fire OS apps, iOS apps, and websites, makes it possible for you to reward your customers with products that are sold and fulfilled by Amazon.
In the Moments User Guide, we use the generic term app to encompass all of the types of games, apps and websites that can use the Moments Service.
- Best Practices for Starting your First campaign
- Get Started with Moments
A Moments campaign has three major steps:
- You set the action (also known as a Moment) that you want to drive and you select the rewards that will be offered to users.
- Users engage and complete the action in your digital property.
- Amazon fulfills the rewards.
Use the Moments console to choose when, where, and how your customers see the Moments and receive their rewards. The flexibility of the tool enables campaign set-up across all your user segments, from new customers to active players to lapsed payers. The lightweight Moments API enables you to take advantage of Amazon’s fulfillment at a global scale across apps implemented in iOS, Android, Fire OS, web sites and more.
The following companies have used Moments campaigns: Washington Post, TikTok, Sony Crackle, Bravo, USA Today, Sony Playstation Vue, VRV, Sesame Street, Sago Mini, PerBlue (Disney Heroes), Mytona, IGG, and FunPlus.
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.
Best Practices for Starting your First campaign
Picking Your Moments
Prioritize metrics important to your business goals. Examples include increase payer conversion rate, increase retention, or increase participation in an event. Identify actions that signal if users have higher propensity to hit these metrics. For example, if a free trial user completes three workouts in the first 10 days, there is a 60% chance user will convert to a paid user. To help you get started, we recommend testing campaigns across the following three segments:
- Win back payers – Retarget your lapsed payers with digital ads, push notifications, and emails that highlight a reward for watching new content, using new features, and/or buying an IAP on sale.
- Increase payer conversion – If you are a subscription app, encourage your users to upgrade from the free trial to basic subscription by offering a physical or digital item equal or greater in value to one month’s subscription. For IAP apps, offer payers a reward for buying a higher priced IAP (for example, if they historically buy $25 IAPs, offer a $10 reward for buying a $50 IAP.) This technique introduces your users to a new premium product they may be inclined to purchase in the future.
- Increase engagement - Find high friction experiences in the app and use a reward to encourage users to conquer the task. This can include difficult levels, limited time events, or adoption of new app features.
Setting Your Price
- Select a CPA that is less than the lifetime value (LTV) of the customer segment. For example, if a lapsed payer is worth $200, set a CPA at $50.
- If you are driving payer conversion, we recommend setting a CPA that is 25% of the LTV.
- If you are driving engagement, we recommend setting a CPA of $10 or greater.
- If you are driving new installs, we recommend setting a CPA of $3 to $5.
Choosing Your Rewards
- Customers convert better when a complete reward versus a discount is given. For example, customers prefer receiving a free $20 shirt rather than $20 off a shirt that is valued $40.
- Popular rewards include electronics, toys, and Amazon credit. Run some A/B tests to find the right prize for your customers.
- A free physical item typically performs better than Amazon credit.
Get Started with Moments
Moments pricing is flexible, so you can easily start testing campaigns. Set a budget limit and CPA that fits your marketing needs. To get started, learn the steps to run a successful campaign.