“The Holiday Customer Review Team” campaign kicked off just before Black Friday and will continue through December 25.
“Our goal is to give customers another resource for... gift picks,” said Sally Fouts, senior PR manager at Amazon. “[Because these are top reviewers], our customers are already reading their reviews. We thought, ‘Why not repackage this?'”
The campaign targets all shoppers, but the selected reviewers each have experience in a particular shopping sector. It also helps the e-commerce site reach customers in a trustworthy way, Fouts said.
“These are third-party reviewers,” she noted. “So they are really giving credible and helpful advice because they enjoy doing it.”
The reviewers will also be avail-able to print and online media outlets as gift-guide experts.
The selected reviewers have contributed nearly 5,000 product reviews collectively, and each member ranks within the top 100 reviewers out of millions, she added. Amazon launched a section on its site that features each of the reviewers' gift guides, as well as discussion boards that allow users to pose questions directly to the reviewers.
To promote the push, Amazon conducted a nationwide SMT that targeted broadcast news stations in several regions. The reviewers were given advance notice on Amazon's Black Friday specials to offer recommendations on the day's sales.
The effort is being handled in-house by Amazon, Fouts said.