In April Amazon silently launched a content platform helping consumers learn more about select products on its site with recommendations and write-ups from a number of experts. The platform has been in development since and now the e-commerce retailer seems to ramp up their efforts.
According to TechCrunch Amazon has expanded the initiative by adding several new categories, as well as recruiting a number of niche contributors to their expert panel. Including home improvement celebrity Bob Vila, floral designer Lila B. Design, home style blogger Laura Trevey and interior design resource Remodelista.
Trying to Integrate the Content
The new platform is still in its early stages, but by letting various experts write articles, reviews and tips about selected products, Amazon hopes to guide their clients through the jungle of products available on the marketplace. Something that hopefully will lead to more shopping in the end.
Currently there are expert articles in several categories, including Kitchen, Home, Books, Furniture & Decor, Pet Products, Lawn & Garden and Fashion but at the moment few sections on Amazon's site link to the in-house articles.
Links to Amazon’s product pages are discreetly featured in the articles and Amazon still seems to be testing ways to promote the articles and determine how to best integrate this content on Amazon.com.