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Amazon Again?! The Latest Brand Extension
By: Cindy Wendland
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Amazon should have its own devoted press section on websites as it is in the news often. Last week, it was for offering streaming music with their Prime Music service. This week, it is for the leaked release of a new smartphone.

The press conference announcing Amazon’s new smartphone doesn’t take place until Wednesday afternoon, yet journalists and bloggers have already written about it due to the pre-release information. Amazon wants to stay in the news and wants to stay in shoppers' minds. All. The. Time.

Preparing new music for a distance race, we used the Prime Music service. We had our 30 songs selected that we wanted to put in a new playlist. Two problems occurred. First, Amazon didn’t have all the songs because of their various music agreements, so we were only able to get half the songs. Secondly, being new to the Prime Music service, we didn’t pay attention and didn’t log off of our Amazon account overnight. It ate up our data and drained our phone battery. That was disappointing. The Prime Music service didn’t wow us.

Now Amazon is in the news for a new smartphone. Everyone’s needs for their phone are different. We are looking for a great camera and solid, clear phone with a strong battery. Amazon is coming late to the party in smartphones, but their savvy expertise should allow them to get a seat close to the front. The writers predict that Amazon will announce a phone with all of their other services and features deeply embedded. This makes sense. Otherwise, why get involved in smartphones at all?

We are excited about the possibility of Dash being embedded in the phone, allowing you to scan UPCs and then order the product. (Other retailers won’t be excited.) There are also some 3D opportunities Amazon may offer. 3D printing is really making an impact right now, and Amazon may just be leading the charge on incorporating 3D into smartphones. Eventually, smartphones may be our main device and take the place of printers. If they could just offer an incredible camera on this new phone, then we will be cheering!

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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