Suddenly Amazon Wants You To Buy The One Thing You Would Never Expect
I feel chills at Amazon.
The whole Whole Foods thing doesn’t seem to have worked out so well.
All that stuff about keeping your employees happy doesn’t seem to have worked so well either.
And as far as all about knowing-and-understanding-your-customers-by-tracking-them, well, Amazon seems awfully poor at that, as I recently discovered.
Jeff Bezos’ old concern is trying to fix it by buying out my health care provider, One Medical. But honestly, Amazon, you might find out about my stomach soon, but that won’t help you sell me on Whole Foods.
I was digesting all this inwardly when news reached me of a truly startling development, which makes me wonder if the world is turning in a new direction.
You see, Amazon spends large sums of money selling me – and you too – on something called books.
You may not remember these things, but Amazon has built its vast, ethereal edifice on the thorns of world literature. Not everyone remembers, I’m sure, the wonder of receiving a book the day after ordering it.
Yes, it enraged booksellers and publishers, but now Amazon is making great read.
For here, in a new ad, real human beings become so engrossed in their books that the worlds of those books come to life before their eyes.
Monsters, cartoon characters and other strange happenings happen, and our readers don’t notice. Presumably, because they already see it all in their minds.
No, it’s not an original idea. That’s probably why Amazon’s ad agency had to spend a lot of money to make it look dramatic.
But still, Amazon advertises the books. Who would have ever thought?
“That reading feeling awaits,” the ad concludes.
Personally, this feeling of reading helps me get over that overworked feeling, that boring feeling, and that Oh-God-the-flight-is-still-delayed feeling.
Yet there is an even more disconcerting aspect to this advertisement and the message it conveys. The majority of the real human actors in this ad read a paper book rather than a Kindle.
Amazon peddled me Kindles for a very long time. I just won’t. I wouldn’t read a Kindle any more than I would eat Cockroach A La Plancha on a reality TV show.
A paper book is full of smells and wonder. A Kindle is alive with the absence of life.
Paper book sales are increasing, even though readership is declining.
So I’m always amazed that Amazon advertises books.
What is the next? Amazon winning employer of the year?