Amazon Prime Music Launch Campaign

my team helped develop the launch creative package for Prime Music. This new Prime benefit catered to the mass-market music listeners – casual music lovers who listen frequently to music and want access to a large library of music but aren’t necessarily music aficionados or super-collectors with thousands of songs in their personal libraries. Within the Amazon digital ecosystem, our primary targets were Prime members, Amazon Music customers, and physical CD users primarily. Yeah, people were still using CDs!

At the time, Amazon wasn’t trying to compete with Spotify, but create a service focused on Prime Members as a benefit and an incentive to join. Many years later, Amazon Music Unlimited launched shifting the focus to an almost unlimited library of music. But in the end, the mainstream music streamers was the focus, not trying to target a younger and hipper audience.