Amazon Music Amps Up App With ‘Contextual Commerce’

Amazon Music

Amazon Music announced Wednesday (March 10) “the integration of artist merchandise within its mobile app.” What that means is that “artist merchandise will now appear in the Amazon Music app on participating artists’ pages, side-by-side with their songs, albums, live streams, and music videos.”

Clearly, the COVID-19 pandemic has upended the music business once again. In this case, it may have given a big boost to contextual commerce. Regarding Amazon, the company already sells music. Now it is making it even easier for fans to find — and thus more likely to buy — products connected to their artist faves.

In a press release, the company added that it is “debuting exclusive merchandise collections” from a number of artists. As part of the debut of the Amazon Music setup, Weezer will offer a new collection of merchandise.

“Since the pandemic has temporarily eradicated the merch table, we’re really excited to have developed an exclusive collection of offerings with Amazon Music to bring the merch table directly to our fans,” said Weezer. “We can’t wait to see everyone back on the road when it’s safe again to tour!”

Well, yes. We’re all waiting for music venues to spring back to life. But in the meantime, artists are offering new ways for fans to experience their music — while making it more convenient for them to buy merch.

The release added that Amazon will unveil “a new line of apparel developed by Selena Gomez to celebrate her upcoming Spanish-language EP, Revelacion.” These include a colorful hoodie, graphic T-shirts and a hat. The collection is only available from Amazon. The release said the collection was “inspired by a Mexico City mural”  created for her single “Baila Conmigo.”

Also, Amazon Music’s “exclusive offerings” feature new merchandise from Gwen Stefani, Metallica, Queen Naija, Pentatonix, and Florida Georgia Line and Queen. Amazon added that Wale has made Amazon Music “the exclusive online retail partner” for his merchandise collection.

“Fashion is an inseparable part of music and culture, and with the addition of merchandise to the Amazon Music app, we’re making it easier for artists to connect with their fans through our app,” said Sean McMullan, Amazon Music’s director of artist product and services. He said the new program unites “streaming audio, music videos, live streams, podcasts, and now merch under one roof.”

As part of adding more to online commerce, some sellers are turning to conversational commerce. One possible goal is to recreate interacting with an actual sales associate by using text marketing that feels like a real conversation with another human being.