Amazon charges up to $2 million to be featured in ‘curated’ toy feature
Amazon reportedly sells spots in its “curated” holiday toy gift guide for up to $2 million, Bloomberg reported.
- Amazon says that the annual guide is “independently curated” by a team of in house experts.
- Here’s how it works, according to Bloomberg: Companies pay based on the number of products they want to “nominate” to be feature in the guide.
- Those fees can reach $2 million and also affect how prominently a product is featured in the guide.
- According to documents reviewed by Bloomberg, Amazon has a goal of selling $20 million in sponsorships for the 2019 holiday season.
- The gift guide hasn’t featured any “advertisement” label in the past.
- Amazon, meanwhile, likens the practice of brands paying to be featured in grocery store circulars or get prominent shelf space in stores.
- Last year Amazon also printed a holiday catalog and mailed it to millions of its customers.