Amazon is marketing gift lists with the help of well-known celebrities.
Celebrity registries have become one of Amazon’s newest publicity techniques, following the company’s online “Celebrity Store” where customers can find products endorsed by a variety of celebs. Amazon hopes the registries will give fans insight into celebrity personas through the gifts they recommend. In turn, these registries also help celebrities elevate their own brands. Each registry a celebrity’s brand. For example, Blake Lively partnered with the platform to release a baby registry in preparation for the birth of her third child. Jennifer Lawrence publicized her wedding registry with Amazon right before her wedding. By using well-known personalities, Amazon could muster up more consumers hoping to own some of the same products as their favorite stars. Amazon is a leader in digital sales for a variety of categories according to a Gartner L2 report, and releasing registries that correspond with a wide variety of categories could also reinforce its status as an “everything store”.
Most recently, Amazon released a gift guide with unofficial holiday ambassador Mariah Carey. Thanks in part to her iconic Christmas music, the partnership seems most compatible. Her gift guide also marks the 25th anniversary of her holiday album, which can be purchased and streamed on Amazon.
Many of the products featured on the gift registries are practical and appealing for their target audiences. Amazon’s celebrity tailoring of gift guides lets consumers feel connected to their favorite stars, and could become a regular trend in the retail world.