As Amazon Launches Their 4th Content/Hardware Bundle, How Much Success Do You Think They’ll Have?

5226475986_95ae840fd5_m[1]Earlier today Amazon quietly launched what has turned out to be their fourth content+ hardware bundle, a detail I missed until after I reported on that earlier story. The bundles didn’t all happen at once, so it might surprise you to learn that Amazon has been building up to this for a while now.

Amazon is now bundling Kindle Unlimited with newly purchased Kindles and Fire tablets. They’re also running a special where you can bundle a Prime subscription with a Fire HD 7 tablet and save $40 (it started last week and it is still going on).

Last week Amazon also started bundling 6 months free WP subscription with Fire tablets and Phone, and as you may recall Amazon also bundled a year’s free subscription with the Fire Phone when it was launched earlier this year.

Amazon isn’t the first to bundle a subscription with a tablet or smartphone; in 2012 several newspapers, including the Financial Times and the Times of London, bundled a Nexus 7 with their digital subscription. The newspapers in Philly offered a similar deal with an Archos Arnova tablet in late 2011, and in early 2012 B&N bundled a free Nook Touch or discounted Nook Color with a subscription to People or the NYTimes.

And I’m sure there are even more bundles than what I found here, but I think I have found enough examples to show that Amazon isn’t the first to bundle a subscription with a mobile device like a tablet or a smartphone.

But they sure are getting into it in a big way. Do you think they’ll have much luck?

That would depend on how you define luck. In the past, a newspaper or magazine publisher might bundle a freebie with a subscription but then stop offering it after a period and replace it with another freebie. So if Amazon stopped offering a bundle it wouldn’t necessarily mean that it was unsuccessful, just that the market was tired.

Amazon, on the other hand, might not stop offering a bundle.

That is pure conjecture, but it’s worth noting that Amazon has been building a content and service subscription bundle over the past decade which continues to draw subscribers and is almost certainly a net positive revenue generator.

I’m talking about Amazon Prime, of course.I know that’s not what you may think of as a bundle, but I bring it up because I think it points to Amazon’s past decade of studying how a potentially money losing membership program actually drives sales elsewhere on

Given that Amazon has proven capable of driving long term value from prime subscribers, I think they could have similar luck with the bundles they have launched over the past 6 months.

What do you think?

image by mikecogh

Nate Hoffelder

View posts by Nate Hoffelder
Nate Hoffelder is the founder and editor of The Digital Reader. He has been blogging about indie authors since 2010 while learning new tech skills weekly. He fixes author sites, and shares what he learns on The Digital Reader's blog. In his spare time, he fosters dogs for A Forever Home, a local rescue group.

1 Comment

  1. Syn26 November, 2014

    Well I know if I was in the market for a new reader and trying to decide between Kobo, BN and Amazon, it would be pretty hard to compete with 6 months worth of free books. I think its a good move.


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