Amazon.com Inc. said Sunday it’s enlisting celebrities like Bruce Springsteen, Michael J. Fox and R.E.M. to promote its entertainment products over the crucial holiday shopping season.
THE MARKETING CAMPAIGN is its first extensive promotion since adopting year-round free shipping on orders $25 and above in January.
The collaboration with rock stars and Hollywood celebrities also comes as the Seattle-based online retailer considers entering the market for song downloads. Jeff Bezos, Amazon chief executive, said earlier this year Amazon has been considering an online music store for years but did not say whether such a service was in the works.
Starting on Monday, some 60 celebrities will promote exclusive content available on Amazon’s Web site over the next two months, said Emily Glassman, an Amazon spokeswoman.
After posting its first profitable quarter outside of a holiday season in the third quarter, Amazon is expected to post a fourth-quarter profit, which would give it a full-year net profit for the first time.
Total online purchases during the holiday quarter are expected to climb 22 percent from a year earlier to $18.3 billion, according to Bizrate.com, a shopping comparison and research company.
On Monday, singer Bruce Springsteen will provide a preview of a concert video from his upcoming DVD “Bruce Springsteen & The E Street Band Live In Barcelona.”
The “Holiday A-List” celebrity promotions, appearing on Amazon’s home page, will change every day through the end of the year, the company said.
Actor Michael J. Fox, promoting his Foundation for Parkinson’s Research, will display original art, while rock band R.E.M. will provide a look at its new single ’Bad Day’ along with rehearsal footage.
Other celebrity participants include Will Ferrell, Jeff Bridges, Dr. Phil, Foo Fighters, Bill Cosby, Justin Timberlake, Mary J. Blige and the Dixie Chicks.
Other content will include original art, music and video clips.
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