Amazon is now using horoscopes to target Prime users with personalized products based on your star sign
- Amazon is offering personalized horoscopes exclusively for Prime subscribers
- But instead of offering life advice, the entries are rife with targeted marketing
- Each entry encourages users to look at products or services offered by Amazon
Amazon thinks it knows what may be in the stars for its Prime subscribers.
The e-commerce giant has set its sights on disrupting the astrology industry by launching horoscopes exclusively for members of its $119-per-year Prime subscription service, according to Fast Company.
However, don’t expect to gain any expert insight into whether or not your lover may be waiting in the wings or if you’re about to strike it rich.
Instead, the horoscopes are a thinly-veiled marketing scheme meant to push Prime subscribers to the latest and greatest products on Amazon.
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The e-commerce giant has set its sights on disrupting the astrology industry by launching horoscopes exclusively for members of its $119-per-year Prime subscription service
The service is available through Prime Insider, Amazon’s newsletter for Prime members that gives information about deals and recommendations, as well as how-to guides.
While the service seems to have just come to light recently, it’s been around for several months, with the first edition launching in January.
‘Astrology writer and visionary Anna Katz reveals your Prime horoscope over the coming month,’ the site reads.
‘Learn which Prime benefits are predicted to pair best with your Zodiac sign!’
Katz does not appear to publicly refer to herself as an astrologist, but her website notes that she holds a master’s degree in existential phenomenological therapeutic psychology, in addition to listing Amazon as a client, Fast Company reported.
The Prime member horoscopes add a capitalist, if not slightly dystopian, spin to the realm of astrology.
The horoscope service is available through Prime Insider, Amazon’s newsletter for Prime members that gives information about deals and recommendations, as well as how-to guides
While the service seems to have just come to light recently, it’s been around for several months, with the first edition debuting in January. Pictured is an example of a Prime horoscope
All of the horoscopes include some form of targeted marketing. They also plug Amazon’s array of Prime member services like Alexa Shopping, Prime Pantry and Amazon Restaurants
Many of the horoscopes make very little attempt to disguise their targeted marketing.
‘Spock is your spirit animal this month, dear Capricorn,’ one of the horoscopes reads.
‘Following your intuition too closely will only get you into trouble; instead, stick to logic, weigh out every option’s pros and cons, and carefully plan each move.
‘Looking before leaping takes more time than blindly diving, so save time (and money) with Prime Now,’ it continues.
Another equally head-scratching entry blatantly advertises Amazon’s new Belei beauty line as a way for Cancer signs to keep their skin healthy as they seek to ‘see and experience’ the world.
The horoscopes also plug Amazon’s array of Prime member services like Alexa Shopping, Prime Pantry and Amazon Restaurants.
‘You can’t expect people to read your mind, dear Pisces,’ one entry states.
‘Take a cue from those birds chirp-chirping outside your window and express yourself.
‘More than that, be clear about what you want, then ask for it kindly and directly, without worrying about ruffling anyone’s feathers. You can practice clear communication and fulfilling desire through Amazon Restaurants,’ the post continues.
Many users voiced confusion over the Prime horoscopes on Twitter, while others said they were annoyed by Amazon’s overt attempts to use astrology as a vehicle for targeted marketing.
That said, not everyone is likely to take offense at the Prime horoscopes.
Whether intentional or not, Amazon is capitalizing on a growing wave of interest in astrology and wellness.
One of the top trends on Apple’s App Store last year was the ‘Self-Care’ category, which is populated with meditation apps like Calm, Headspace and Shine.
Co-Star Astrology, which offers horoscopes personalized to a user’s natal chart, is No. 9 in the Lifestyle category on the App Store.
Two other astrology apps, Zodiac Master Plus and Astrology & Palmistry Coach, are also among the top 10 most popular apps in the Lifestyle category.
Additionally, there is a rising industry around wellness and spirituality, which has led to the creation of crystal subscription boxes and holistic health networks, Fast Company noted.
THE TRILLION DOLLAR RISE OF AMAZON
The first book sold on Amazon was ‘Fluid Concepts and Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought’ by Douglas Hofstadter.
1994: Jeff Bezos incorporates what would become Amazon under the name ‘Cadabra Inc.’ He later re-named the company under its current name.
Bezos chose the name Amazon in reference to the Amazon River, the biggest river in the world, as he hoped Amazon would be the biggest bookstore in the world.
1995: Amazon opens up shop as a bookstore. The first book sold on Amazon was titled ‘Fluid Concepts and Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought’ by Douglas Hofstadter.
1997: Amazon goes public at $18 per share on the Nasdaq under the symbol ‘AMZN.’
1998: Bezos begins selling more than just books on Amazon. The firm opens up sales of music, movies, consumer electronics, video games, toys and more.
2000: The firm introduces its now-famous logo, which features a curved arrow leading from A to Z, with an arrow shaped like a smile. The logo is meant to suggest that Amazon sells every kind of product from A to Z.
In 1998, Jeff Bezos began selling more than just books on Amazon. It ventured into consumer electronics, music, movies, video games, toys and many other products
2001: Amazon turns a profit for the first time ever, proving to investors that the firm’s business model could stick.
2002: The company launches Amazon Web Services (AWS) as a service for internet traffic data, but it would go on to grow into the firm’s cloud computing behemoth.
2006: Amazon rolls out Fulfillment by Amazon, its massive logistics unit that now threatens the likes of UPS and FedEx.
In 2006, Amazon rolled out Fulfillment by Amazon, its massive logistics unit
2007: Amazon releases the first Kindle e-reader, in a move that was perceived as a disruption to the traditional publishing industry.
2012: Amazon doubles down on consumer hardware, launching the Amazon Fire HD tablet.
2014: Amazon launches the Fire phone, meant to be a competitor to the iPhone, which ends up flopping. The firm discontinued the device a year later.
2015: Amazon launches the original Echo speaker, a groundbreaking device, due to its speech recognition and AI capabilities.
2017: Amazon becomes the first streaming company to earn an Oscars nomination for the drama ‘Manchester By the Sea.’
Later that year, Amazon announced it would purchase Whole Foods for $13.7 billion. The move has only strengthened its stronghold over the retail market.
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