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New Amazon partnership with Twitter?

New giveaway program helps generate followers

12:22 am on Jul 27, 2015 (gmt 0)

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I don't dabble much in social media myself, so I was wondering if this IS actually new or just a rehashing of an old program? A friend of mine got a notice from Amazon (where she sells her self-published books) about a new program called giveaway. Anyone else tried this out yet? Details are at the 'giveaway' subdomain on A.
In summary, you set up a "contest" where you buy a number of your own (or I imagine anyone else's products if you want) through Amazon and you can promote it yourself on your social media or website, etc., and then they ALSO promote your contest using a hashtag to check on Twit. Then people who want to win a free copy of your book or a free TV, etc. which you offer, have to follow you on twitter, to get an entry to win it. Amazon determines the winner and ships out the product, so they lend their credibility to encourage the people to enter (knowing that the prize WILL actually be given away if they win). On your end you set up the number of people you must get to follow before the winner is declared e.g. first 5 visitors, every 100th, 1000th, etc. follower. Seems reasonable to me, you get the followers who you can then market your book or future books to through posts, for a price/per you pre-determine.
She started slowly with just a few giveaways over the last day or two, so not a whole lot to report as yet, but she HAS gotten quite a few followers she would not have otherwise seen considering she didn't even know she HAD a twitter account set up until yesterday and there were 0 followers in it. I suspect the real results will be apparent after the contest is over and you tweet something like 'if you missed our giveaways, you can always buy one through the website for $n less than A and you'll even get our xyz as an extra special gift for buying direct...'
5:15 pm on July 28, 2015 (gmt 0)

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Amazon giveaway is a sweepstake-type thing.

Here's the FAQs, and AFAIK, it's been running for a while now. [amazon.com...]