Amazon Quickly Rolls Out New Features During Lockdown
2020 May 05
Christa Klausner

Amazon recently has added new features and functionality to their site to continue to adapt to consumers’ shopping behaviors and preferences during this time as consumers are required to shop from, and spend more time at, home. Amazon’s new additions do a nice job inspiring and comforting consumers while integrating many of their various platforms and O&O sites.

All of Amazon’s newly launched features are accessible from the company’s home page and are displayed based on past search behavior or other Amazon algorithms. Here are a few of my favorites:


Find Your Perfect Color

To make it easier to shop online for home interior paint, Amazon has launched a paint finder that allows shoppers to visually compare multiple paint colors from multiple brands in three different room types. Shoppers can navigate to this experience from the home page with the Find your perfect color tile.



Get Fit At Home

As Amazon probably knows best, lots of people are keeping busy during the lockdown with at-home workouts. To keep up with the demand of the in-home workout surge, Amazon, in partnership with influencers and athletic gear and apparel brands, is offering workout-related content, and shopping inspiration, in their Get Fit at Home hub.


The “Alexa, let’s get moving” tile directs consumers to all the available Alexa skills that provide workout plans, from a 5-minute plank workout to daily yoga and pushup and stretch challenges.


The Get Fit at Home page also features four of the top athletic apparel brands that link to their Amazon Brand Stores. The Brand Stores all feature shoes, apparel and gear for consumers to shop, but have all recently added at-home workout content. These newly created workout videos and posts are providing an additional way for consumers to continue to interact with the brand while keeping them coming back to the Amazon platform.




And finally, the Get Fit | Amazon live section features various workout videos (live and recorded) with Amazon Influencers for more workout videos.


Virtual Hug

The Playlist – Virtual Hug tile directs consumers to “music to help you feel the love when you need it the most.”

Support Local Makers

With local, small businesses heavily impacted by the stay-at-home order, Amazon has introduced a way for their shoppers to support local handcrafted businesses in their area. Consumers can shop handcrafted products by region and have them shipped to them with the security of being backed by Amazon. This hub also features callouts of some specific makers and studios and showcases their product assortment, making it easy to shop!

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