Amazon Offers Product Sampling Program To Brands, Rooted In Machine Learning
Summary
Amazon is experimenting with product samples as a paid service for CPG brands looking to increase sales. A job listing found by Axios for a Senior Software Engineer describes the ‘Targeted Sampling’ program: “Free samples of new products are sent to customers selected using ML (machine learning), thus ensuring a higher likelihood of conversion than display ads. The program has a challenging mix of problems involving targeting, fulfillment, customer and vendor experience, and cross-campaign learning.” Still, some brands will be concerned about Amazon’s ability to use sampling for their growing suite of private label products. If Amazon chooses to prioritize its own private label brands ahead of third party CPGs in the future, this may deter brands from engaging further with Amazon’s advertising efforts in a bid to provide Amazon with less consumer purchase data.
Classifications
AskAI Classifications
LabelsLinked Companies
