Description

Amazon overthought this postcard. They have a service that sells, but decided to try a more clever approach when they didn't need to.

***

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Copywriting

They tried too hard on this headline. There is no need to get witty. Just describe what your product does. No reason to change something if it already works. It would be better if they said, "Never Enter a Grocery Store Again" or use a pricing play, "Groceries Delivered at the Same Cost of Going to the Store". The subtitle is also weak. Why don't they geocode the recipients area and mention nearest grocery stores and delivery time?

Design

This looks outdated. Amazon has always been conservative in the design department, but the design here feels a little 2010.

Generally, a big logo is frowned upon, but because Amazon is well-trusted brand it works.

Offer

N/A

Key Takeaways

• If you have a product/service and have a working selling strategy, there is no reason get clever with the promotions. Amazon's postcard lacked clarity and came off as kitschy.

• It's ok to get creative with your call-to-action. If you're stumped about how to do this, you can look at the creative copy that some companies use for their call-to-action buttons.

Description

The back of the card contains three elements:

1. A headline containing an offer for a free 30-day trial.
2. A list of bullet points outlining AmazonFresh's features.
3. A nice graphic of fresh fruit and a refrigerated bag.

We would guess that this converts quite well.

Copywriting

The small offer terms in the bottom right hand corner is not a winning move. It's not clear and the expiration date is not bolded. You don't wont the reader to have to look for the important information. Instead of the asterisk, it would be better if they said, "Start Your Free 30-day Trail by X/Y Date".

The first bullet point should be the headline on the front. It's clear and lets the reader know what you do. The second bullet point could specify the time slot by saying they come within 1-2 hours. For the third bullet point, who cares if it is hand-picked? How else are they picking it? Maybe say something about our shoppers basically being professional shoppers and can pick the best fruit. The last bullet point is a good benefit, but could be simpler: "Shop 24/7 Here".

The "Learn more at.." is boring. A bold statement about the expiration date or a QR Code would have been a lot better.

Design

This looks outdated. Amazon has always been conservative in the design department, but the design here feels a little 2010.

Generally, a big logo is frowned upon, but because Amazon is well-trusted brand it works.

Offer

The offer terms in the bottom right hand corner is not a smart move. It's not clear and the expiration date is not bolded. You don't wont the reader to have to look for the important information. Instead of the asterisk, it would be better if Amazon said, "Start Your Free 30-day Trail by X/Y Date".

A free 30-day trial is typical of subscription, tech-based services, but what exactly is being given for free? Is it the service? Are you offering free groceries? What is being offered here?

The "free" part means no delivery charges or associated fees, but Amazon should make this clear to the reader.

Key Takeaways

• If you have a product/service and have a working selling strategy, there is no reason get clever with the promotions. Amazon's postcard lacked clarity and came off as kitschy.

• It's ok to get creative with your call-to-action. If you're stumped about how to do this, you can look at the creative copy that some companies use for their call-to-action buttons.

Copywriting:
D
Design:
B
Offer:
N/A
Final Grade:
C
Copywriting:
B-
Design:
B-
Offer:
C
Final Grade:
C
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