Amazon’s Lending Library: A Good Thing?

L. McMaken
Cincinnati, OH

While some authors and publishers aren’t very happy (a few are quite angry) about Amazon’s new eBook Lending Library, marketers are quite happy.

The new opportunities for product marketing via Amazon are causing many businesses to take a long hard look at Amazon’s Kindle platform. With the significant drop in price of the Kindle eReader and the introduction of the Kindle fire, Amazon is opening brand new advertising territory for marketers.

Amazon is in the enviable position to be able to provide marketers the trifecta of advertising opportunities, as they call it, “hardware, software and content” in one place.

In marketing research recently conducted by eMarketer and Harris Interactive, they report:

“eReader owners purchase more books on average each year then those who stick only with traditional books.”

“Purchasing an eReader encouraged owners to increase their reading habits.”

“By the end of this year, 3.3 million adults (14% of the population) will use an eReader.”

“By 2015 that share will reach 22%.”

Given these statistics and the fact that Amazon is offering its Kindle with Special Offers (advertising) for less than $99, the marketing opportunities are infinite, combine this with their eLending Library that at adds another venue for marketing and advertising.

It seems that soon when you open your Kindle eReader you will get an all too familiar message: “You’ll be returned to your book after this commercial break.” Whether there will be options for the consumer to opt out hasn’t been seen yet.


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