WSJ (subscription required): Amazon Lures Stars — Gratis — To Promote Holiday Gifts

Mary J. Blige
promo on Amazon

Ever the innovator, Amazon has launched a campaign that will run through this month and next that features a different celebrity every day, featuring original content for the e-tail giant as well as three gift recommendations from the superstars (including Bruce Springsteen, Jack Black, Hillary Clinton or today's Mary J. Blige). Showing just how smart of a marketer it is, Amazon even was able to swing the promotion without paying the celebs anything, although many have opted - not surprisingly - to recommend their own products as gift suggestions.