• Amazon will add a “Live” tab to its Fire TVs which viewers can use to locate live television options. The decision is tied to Amazon’s desire to become the starting point for the viewing experience, as it positions itself to unite all of a viewer’s streaming options in one place.
  • Amazon will stream an exclusive concert featuring Taylor Swift, Dua Lipa and SZA, among other artists, ahead of Prime Day. Prime members can tune in at 9:00pm on July 10—five days before the sales holiday begins—to watch the event on Prime Video, which conveniently allows Amazon to promote Amazon Music, a handful of its forthcoming original series, and the perks of the Prime membership in general. The retailer is also launching new and exclusive celebrity-driven brands and products in the lead up to Prime Day.
  • Amazon is using Comic-Con as a platform to market three of its shows and Prime Video via panels, parties, screenings and a 60,000-square-foot immersive experience. This will give Amazon an IRL quality that it typically lacks as it seeks to build out offline activation points for its brand.
  • Amazon is expanding in-store pickup via a service called Counter that will initially debut at 100 Rite Aid locations. The company will expand Counter to 1,500 Rite Aid stores before 2020, as well as other brick-and-mortar retailers. Similar to Amazon Lockers, customers can use Counter to order items and send them to a Counter-enabled retailer where they can “checkout” by scanning a barcode—they just have to pick up their items within two weeks. This follows Amazon’s recently expanded partnership with Kohl’s where Amazon customers can now make returns at all 1,150 stores.
  • Bic launched a new razor brand called Made For You that is exclusive to Amazon. While the price aligns with that of direct-to-consumer competitor Harry’s, it’s more expensive than other Bic razors sold on Amazon. However, Made For You is participating in Subscribe & Save, Amazon’s replenishment program, and product orders are available through Prime one-day shipping. The partnership evidences Amazon’s desire to focus more heavily on big-name brands in its first-party marketplace.