Amazon's 'Customers ask Alexa' Is a Marketing Opportunity - Practical Ecommerce

Amazon’s “Customers ask Alexa” capability has similarities to search engine queries and may represent a new content distribution channel for mid-sized and enterprise retailers and brands.

For Alexa, a “capability” is something the voice assistant can do, such as play music, make a to-do list, or tell a shopper when her Amazon order has been delivered. In September 2022, Amazon announced a new capability, “Customers ask Alexa,” meant to permit brands and, potentially, retailers to answer questions related to their products.

“Amazon recognizes brands as experts on their products. With this new capability, we have made it easier for brands to connect with customers to help answer common questions and better inform their purchase decisions,” said Rajiv Mehta, general manager of Alexa Shopping at Amazon, in a post on the “About Amazon” site.

The service was first released to a small group of brands in October 2022 and should open to more brands and third-party sellers in 2023, according to Jon Elder, the founder of Black Label Advisor, an Amazon Marketplace consultancy.

Opportunity

This new Alexa capacity represents a new content marketing opportunity and a new way to attract shoppers. Brands can capitalize by creating informative answers to engage potential customers who interact with their products through Alexa. Brands could also include direct links to their Amazon store page, allowing shoppers to purchase products immediately.

As more Amazon shoppers ask questions,...

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