Moms and Amazon–it’s a match made in marketing heaven. Who knows more about product reviews than Amazon? Nobody. And who knows more about kids than moms? Nobody. Amazon doesn’t have to invent anything either. The company knows there’s a trusted community, for instance, at Angie’s List–filled with people who rate goods and services without bias. Amazon just hopes to mimic the smaller scale success of Angie’s List by recruiting the greatest, largest group of experts ever assembled: Moms.
So Amazon added to its already popular shopping loyalty group, “Amazon Mom,” by carving out reviews of products for infants, toddlers and kids done by mothers. And it created a new certification for these reviews–“Mom Picks.” It’s potentially the biggest word of mouth advertising campaign yet–smart experienced crowd-sourced approval of certain products by the people who care the most. Amazon is using comments from its various Facebook pages too, to create small fun and safety for kids out of big data from moms.