Amazon Courts Retailers To Use Its Mobile App

Amazon.com is planning to let competing retailers integrate with its mobile app, as part of a broader effort to power more shopping outside its digital walls, according to a person briefed by the company.

The service, which Amazon is calling “place cards,” would let a consumer click on an email from a store that takes them to an app page that would look like the store’s app. But it would be actually part of Amazon’s app. Without this capability, consumers would click through to a mobile web page which is often slower to load and has clunkier check-out options.

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Amazon’s strategy on mobile commerce is similar to the road it’s taken with its video subscription selling service, Amazon Channels, which allows Prime members to stay in its app to switch between channels like HBO, Starz and Showtime rather than toggling through those apps.

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Evan Spiegel
Evan Spiegel
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It “depends on who gets the customer data. If Amazon takes any of our data, it’s a no. We have to watch out for that.”