Hi, Spencer here. What do Amazon, Walmart and Taylor Swift have in common? This isn't a trick question. They all want your money. Walmart Inc. for decades has been the movie and music industry's go-to pipeline to push merchandise in front of American shoppers. Swift has perfumes and body washes sold at Walmart, which also sells jeans by Sofia Vergara, fanny packs by Kendall and Kylie Jenner and any manner of this and that officially endorsed by Ellen DeGeneres. Plastic pink flamingo lawn ornaments, anyone?
So it's interesting that Amazon.com Inc. is tapping Swift to promote its annual summer shopping extravaganza Prime Day with a concert to be live-streamed July 10 at 9 p.m. EST on Amazon Video. (She performed at Walmart's shareholder meeting in 2012, cuz, ya' know, a players gonna play.) Sure, the concert helps Amazon promote its video streaming service that's an also-ran to Netflix Inc., as well as its music-streaming service that competes with Apple Inc. and Spotify Technology SA.
Beyond that, it reveals Amazon investing more in its celebrity relationships. Amazon in 2016 inked an exclusive streaming deal with country singer Garth Brooks, looking to lure more subscribers with exclusive content. The Swift concert suggests Amazon is toying more with something analysts keep waiting for it to do more aggressively: blend entertainment and shopping. Imagine using your Fire TV remote to order Swift's album while watching her concert. Then seeing a suggestion to add a Swift weekender handbag.
Amazon needs artists to help its music and video streaming services break through. A great way to lure them is to help those same artists sell more merchandise. In the words of Taylor, maybe what they're looking for has been here the whole time. --Spencer Soper
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