Brands are paying Amazon to use its data to find potential new customers and send them samples.
Amazon’s current sampling program has been under the radar and lists 20 products on its website, including BSN’s Protein Crisp, Maybelline mascara and Oxi-Clean. Many customers don’t know about the program until they actually receive a sample, which also includes a note with instructions on how to opt out if they don’t want to receive another sample.
Last year, BSN participated in the sample program and sent 80,000 samples of another nutrition product to customers over the span of 4 to 6 months, according to Gerulski. The samples included a web address to BSN's products on Amazon, allowing the company to track how many people made purchases after receiving samples.
“We see Amazon’s sampling program as an extension of our broader field marketing campaign featured in Whole Foods, Wegmans and elsewhere,” Watkins said. “By working with Amazon, we mutually develop a specific set of targets and metrics we wish to achieve similar to other trial programs we have in place.”
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