Here’s a product secret to inspire more people to buy the Amazon kindle. I’m loving the latest product feature that allows users to display the book cover on the home screen! A simple change that brings them closer to their product vision of mimicking a real book.
I had buyer’s remorse for quite some time with my kindle. My Galaxy S21 screen is big enough that I can easily read via the kindle app. I was annoyed at myself for spending the money before testing the phone app first.
Then I figured it out. My favourite thing about the kindle is reading in the bath without fear I’ll drop my phone! (beware, not all models are waterproof)
Look what I found on the Amazon Kindle Product Pages!
Amazon already know this product secret. I think this product page could be even better if they:
- Add a glass of red wine 🍷
- Make the caption less feature led: “Don’t let the steam get in the way of a good story” or “take kindle anywhere you go”
- For context, the point about ‘adjustable warm light’ is in the headline, another image AND in the list of key features. Customers don’t need to be told 4 times. Use the imagery to show them why they NEED a kindle
Source: Amazon AU
My strategy if I was working on Kindle sales in Australia
Firstly, I’d test feature led vs aspirational concepts on the Product Pages. Next I would drive traffic to the site with a media plan (for example display ads, socials etc). You don’t have to know too much about this part as PM – Amazon would have marketing teams and preferred agencies that would help you. After that, I’d use the results to adopt a strategy and run further tests to optimise.
This brings me to my vision for the marketing
Hypothesis: aspirational led creative will drive better engagement
Mock up only, in the real world I would engage a media agency to design the ad properly
And with that, our Amazon kindle product page transforms from this..
Please be mindful that this is only my opinion and does not represent the views of Amazon Australia or any of its employees. I simply enjoy analysing & learning from other great products out there!