When we interviewed Deezer CEO Jeonimo Folgueira on the Focus podcast in February, he expressed surprise at how little of the space in music streaming apps was used to sell things like merch to fans, or build communities that would result in upselling opportunities.
While merch and tickets have been lingering near or on artist pages in various apps for a while, it’s perhaps inevitable that the DSP spun out of a global shopping behemoth would introduce a more fleshed out merch shopping experience to its Amazon Music app.
It’s basically a shop within the app, and is currently available to users of the Amazon Music mobile app in the US, who will be able to browse the shop’s “genre-spanning selections of merchandise and physical music” without interrupting the music they’re listening to. Amazon Music is keen to stress that the shop is carefully curated, featuring exclusive artist merch collections from Lizzo, Imagine Dragons, and The Notorious B.I.G. to kick things off.
It’s all tightly integrated with Amazon’s Prime system, meaning free shipping of much of the merch for Prime members. Spotify is also testing the waters around advanced merch integrations, with its artist-led ‘Blend’ feature providing opportunities to buy artist merch through Shopify.