Thank you Amazon (a lesson in building brand affection)

Thank you Amazon (a lesson in building brand affection)

My Kindle Fire arrived today. In and of itself (at least for me), pretty exciting.

But it’s the email I received afterwards from Amazon that makes me an even bigger fan than I already am.

Subject: Regarding your recent purchase.

Dear eric brody,
We wanted to let you know that the price on the Marware MicroShell Folio Cover for Kindle Fire has dropped. You previously paid $39.99 per unit, and the price has been reduced to $29.99. As a result of this price change we have added a $20.00 promotional certificate to your account, which will be automatically applied to your next purchase on You can use this balance the next time you order an item shipped and sold by

Thank you,
Kindle Support


Now, this might have been baked into their plan from the start. In which case, really smart. But I’ll give Amazon the benefit of the doubt. The result is a win-win for both customer (me) and company (Amazon).

I’m a surprised and even more delighted customer. A customer who will actively sing their praises (as I’m doing here just minutes after receiving the email). A customer whose relationship with Amazon is strengthened. A customer who feels some genuine affection (a rare feeling these days).

In turn, Amazon has inspired and garnered some great word-of-mouth (which we know is trusted a lot more than other forms of marketing). It’s created another evangelist. Which beyond lifting their reputation, might grow their fan base and lift sales.

At the end of the day, it’s a symbiotic relationship. Company and customer helping each other move forward. As all successful brand-customer relationships are.

In this case, the result of a simple email.

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for brands on a health + wellness mission.

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