In a move that recognises their position as a media owner - their front page is one of the most visited sites on the web - Amazon have launched Amazon Theater. Short films using top Hollywood talent feature products available on the site and the final credits focus on the products - fashion, technology, make up etc - and viewers can click and buy the goods.
The concept ( by Fallon the agency who pioneered branded content with BMW Films) merges branded content with product placement. More films will be shown between now and Christmas.
Amazon caused a stir in the marketing world when they replaced their TV advertising with free delivery a couple of years ago - with great success. It will be interesting to see if this approach is equally successful