• Amazon wants brands to stream via Amazon Live and Twitch for Prime Day. Twitch, which Amazon acquired in 2014, will showcase shopping-related programming for the sales holiday on its most popular channels, but it’s not likely that Prime Day will be enough for Amazon Live to take off—even if it does keep multiple advertising pots boiling for Amazon to experiment with. Meanwhile, eBay is peppering its site with “deal days” throughout the month of July, and is planning for a “Crash Sale” if Amazon’s site experiences problems on July 15, directly competing with Prime Day. Target will also launch “Deal Days” on July 15 and 16, a continuation of its one-day sale last year that overlapped with Amazon’s sales event.
  • Amazon wants shoppers to associate Whole Foods with clean beauty. The grocery store has sold products in the category since the beginning, but it’s likely that greater intentionality stems from Amazon’s desire to capitalize on the ever-growing beauty market—especially considering that Whole Foods provides Amazon with the in-person retail many cosmetics customers still expect.
  • In other beauty news, Lady Gaga’s forthcoming beauty brand, Haus Laboratories, announced that it will sell exclusively on Amazon. The brand’s full launch in September will likely help Amazon gain a reputation as a cosmetics retailer—an image it’s increasingly seeking to cultivate. Items will be available for preorder on Prime Day as Amazon attempts to squeeze as much as it can from the celebrity partnership during its yearly event and non-Prime members will be able to preorder items later on. However, the company’s direct-to-consumer site also launched preorders on July 15, raising confusion about the reported exclusivity of the deal. The brand’s Instagram account advertised HausLabs.com as opposed to the ecommerce retailer’s site.
  • Starbucks is sponsoring a six-part documentary about soccer that will stream on Amazon Prime Video. It’s the first major film that the coffee chain has funded since establishing a production arm in 2015 and also points to Amazon as a desirable streaming partner for companies seeking to air sponsored content. According to the company, Amazon Prime Video and Twitch received 24.4 million views in January 2019, up 33% YoY.