It Might Be Time for Amazon to Revamp Its Marketing

By Don Reisinger  |  Posted 2012-07-23 Print this article Print


5. Consumers want the new OS 

The nice thing about the Nexus 7 is that it comes with the latest Android flavor, 4.1 (Jelly Bean). What that means is consumers are getting the latest and greatest features Android has to offer. And at a starting price of $199, the barriers to entry are quite low. Amazon€™s Kindle Fire is lagging behind because of that lack of support for the latest software version. 

6. Google€™s marketing might 

If Google is good at anything, it€™s effectively marketing its products. The company has found a way to make its search dominant, its advertising powerful and the Android the operating system that leads all others. The Nexus 7 is the latest benefactor of that. Amazon just doesn€™t have the marketing might Google has, at least when it comes to marketing a tablet. 

7. A more familiar software experience 

Amazon was highly regarded for its decision to take a standard Android installation and turn it into its own OS experience. However, given the Nexus 7€™s success, it€™s possible that consumers would rather have the standard Android feel they have on smartphones. A more familiar software experience appears to be winning out in tablet land. 

8. Don€™t forget the smartphone link

Although it€™s often overlooked, it€™s important to point out that success in the tablet space often means having a strong smartphone offering. In most cases, consumers buy smartphones first. If they like it, they€™ll buy a product that matches it on the tablet side. If they don€™t like their smartphone, they€™ll go elsewhere. Amazon doesn€™t have a smartphone link; Google does. That€™s an issue. 

9. Does the Kindle branding work? 

Amazon€™s decision to call its tablet the Kindle Fire might have, pardon the pun, backfired. Amazon€™s Kindle branding is known for its e-readers. The Nexus branding from Google linked to a line of high-quality mobile devices. Branding matters. It Iooks like Amazon didn€™t quite remember that. 

10. The companies€™ brands 

It€™s important to note the difference between Amazon and Google€™s brands. On one hand, we have a company that€™s known for its retail and little more. On the other, we have a company that was once known solely for search and ads, but has been able to become synonymous with mobile products. That only helps Google€™s product appeal and hurts Amazon€™s. 

Follow Don Reisinger on Twitter by clicking here 

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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