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• The Financial Times reports that it appears Amazon.com wants to get into the loyalty marketing business with a program that will allow customers to pay for products and digital downloads with points compiled during previous shopping experiences.

According to the story, Amazon is advertising for a new position that will be part of its “new rewards redemption platform business.”

FT notes that “loyalty programmes operated by airlines, credit card companies, retailers and others are an increasingly important marketing battleground in the US,” and that one estimate is that the average US family is enrolled in 12 different loyalty programs, and actively participates in four to five.

Amazon currently is supporting a points-redemption program being run by PepsiCo.

KC's View:
This is interesting, since I’ve always thought that the way Amazon is structured and the way it uses its information about its customers makes it the world’s biggest and best loyalty marketing program.