Amazon shifts into high gear in music with a catalog of 100 million titles
The e-commerce giant plays the complementarity card between its various services and products.
Amazon turns up the sound. The e-commerce giant is getting stronger in music by massively expanding the catalog of songs on its Amazon Music service. “From this Tuesday, November 1, users of our music streaming service will have access to 100 million tracks, up from 2 million previously.“, declares Thomas Duglet, the director of Amazon Music in France. A library where you can find yesterday’s hits, classical music as well as the latest novelties. “The offer is completely exhaustive. It will be added to the millions of podcasts available, those of media such as Radio France or our original productions“, details the leader.
A small revolution for the service launched in 2018 in France. If listening to the 100 million songs is only possible in random mode, it is not interspersed with any advertising. “Internet users can now take advantage of fifteen playlists available on demand this time, and for offline listening. Three will be totally personalized according in particular to the genres and the artists of choice of the users.“, explains Thomas Duglet.
In addition to Amazon Music, included in the Prime subscription, the e-commerce giant has developed a range of offers around audio ranging from Amazon Music Free, a free but restricted service including advertising , to Amazon Music Unlimited, which like Spotify and Deezer or Apple Music, allows you to listen to 100 million tracks on demand for 9.99 euros per month (14.99 euros for the family package). Holders of an Amazon Echo connected speaker can also access the catalog of 100 million titles for a subscription of 4.99 euros. “Building offers that meet all uses and all wallets makes it possible to convert new segments of the population to streaming. This contributes to the economic dynamism of the music industry», Estimates the leader.
Retention and conquest tool
For the American e-commerce giant, getting stronger in music is also a good way to satisfy, and therefore to retain its Prime members. Developed around free delivery, the Prime subscription, marketed at 70 euros per year or 7 euros per month, includes a wide range of entertainment and services, available at no additional cost: series like The Lord of the Ringsmovies, sports (Roland Garros) with Prime Video. Free games with Prime Gaming. More than a hundred ebooks with Prime Reading, photo storage and finally Amazon Music.
The higher the value of all of these Prime-related services, the harder it will be for customers to unsubscribe from Amazon. The company has every interest in retaining consumers in its ecosystem. And, in a very uncertain economic context, the enrichment of Amazon Music potentially becomes a good tool for conquest. In the event of financial trade-offs, households could turn away from other competing video or music streaming services and opt for Amazon Prime’s “all-in-one” offer.