Amazon positions each of its entertainment brands differently. IMDb is positioned as an encyclopedia for movie buffs and enthusiasts, while IMDb TV is positioned as a budget streaming platform with limited ads. Amazon Prime Video is positioned as one of the largest streaming services in the US with Amazon Fire TV being the number one streaming media player in the US. Amazon cross-sells its entertainment brands. This means all other entertainment brands are advertised or highlighted on larger brands like Amazon.com and IMDb.
How Amazon Markets its Entertainment Brands
- Amazon markets its entertainment brands through sponsored search, social and online advertising, third party user referrals, and TV advertising.
- Of note, IMDb and IMDb TV operate as independent subsidiaries of Amazon. As a result, they are not mentioned in its annual reports. IMDb TV and IMDb are advertised using the IMDb official website and social media pages, as well as, digital banners. The IMDb official website typically has a link on the homepage stating that users can watch free movies on IMDb TV.
- Since IMDb has over 200 million monthly active users and the official Amazon website has more than 300 million active users, Amazon Prime and Amazon Fire TV are advertised on a CPM, CPC or CPA basis on the official IMDb website and Amazon.com. An example can be found here. The screenshot shows a movie page on IMDb that features an ad for Amazon Prime with the term "Try it Free."
- Amazon leverages CPM, CPC or CPA advertising for its family of entertainment brands on third party websites as well. An example can be seen here.
- Amazon also uses PPC (pay-per-click) advertising methods to market IMDb, IMDb TV, Amazon Prime, and Amazon Fire TV. Pay per click ads are measurable and trackable ads that are run through Google Ads. An example of a PPC ad by Amazon is here.
- TV ads are also used to market Amazon's direct subsidiaries, Amazon Prime Video and Amazon Fire TV. It does not use TV ads for IMDb or IMDb TV. Examples of the TV ads it uses for Amazon Prime Video and Amazon Fire TV can be seen here and here.
- IMDb — the Internet Movie Database- is positioned as a valuable resource for entertainment professionals. It is widely known as a website to find movies and TV credits. One can also see reviews of movies, TV shows, and documentaries.
- Through word of mouth, IMDb is known and marketed as the "definitive website for film buffs and television enthusiasts, thanks to its encyclopedic library of information about pretty much everything that has ever been shot on a camera."
- IMDb has a pro version, a service that allows actors and other entertainment professionals to manage their IMDb profiles, network, and see casting notices.
Amazon Prime Video
- Amazon positions Prime Video as one of the largest streaming services in the US offering unlimited streaming and free trials.
- It is positioned as a platform that offers more content than close competitors like Netflix and Hulu.
- Amazon uses its Fire TV platform to promote its original shows on Amazon Prime.
- Amazon positions Fire TV as the number one streaming media player in the US. Its differentiating factor is the access it offers to hundreds of channels, including Amazon Prime, Apple TV, Netflix, Hulu, and Disney. "
- Through impressive partnerships and licensing strategies, it ensures that its products are placed where they are fully understood and can be sold.
- For Fire TV, Amazon leverages TV advertising, an official blog, social media, and the Amazon official website.