The answer is actually pretty simple. Amazon has a killer marketing department.
BTW, do you recall the story from last week about the Kindle page numbers? That's another example of their marketing department at work. There was little content there beyond "Hey, look, we have page numbers. Aren't they pretty?" The page numbers had been in use for over a month, and everyone had already written about them. But Amazon still managed to get bloggers to act as unpaid billboards. <- I respect that.
I've seen this happen several times now, and I'm pretty sure I understand how Amazon does it. It's a 3 step process and it's rather subtle.
Step One - Write a blog post on an official Kindle blog highlighting some feature of the Kindle. Make sure the post is not too long and not too complicated. (This makes it easier for bloggers to write about.)
Step Two - Send out an email to the usual mailing list of tech bloggers, and point them at the blog post. Amazon maintain a list of every blogger who has ever attended a Kindle press event. It's been 3 plus years since the Kindle launched, and that list probably has just about every tech blogger on it.
The email is usually sent from Kinley Campbell, and it's automatically generated by Amazon's software. Yep, Amazon is spamming the blogging community (and they're getting away with it, too).
Step Three - Sit back and enjoy the free advertising.
I was inspired to write this post because one blog I follow, Techcrunch, has now fallen victim to this hokum. They used to write posts poking fun at marketing people who did this, and now they write the same puff pieces as anyone else.
TBF, I bet some know what's going on, and they go along with it anyway. They know they're being spoon-fed, but it's an easy post which doesn't require any work. Or they might not want to annoy Amazon and thus lose access.
So next time you see the same story about Amazon on a dozen or more blogs, I hope that you will remember that the story was planted. It is an advert, not a news story.
It will make me happy to know that there is one more informed consumer out there.
image by toejamnotearl