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Thursday, July 7, 2005
Amazon marking its 10th year with deliveries by celebrities
Having started as a garage operation hawking books on its Web site, online retailing juggernaut Amazon.com intends to celebrate its 10th anniversary not so modestly sending some high-profile stars out to deliver packages.
Amazon recruited celebrities such as Harrison Ford, Jason Alexander and Moby to deliver products to Amazon customers across the United States, beginning today. The deliveries will be webcast on its Web page culminating with performances by Norah Jones and Bob Dylan streamed live on Amazon's home page.
"We are excited to celebrate our 10th anniversary with these special thank-you surprises for our customers," said Kathy Savitt, a vice president at Amazon.
The company said that the celebrities were chosen based on their popularity among Amazon customers over the past few years.
Marketing experts said they were impressed with the talent Amazon brought to its 10th anniversary marketing campaign.
"I give credit to Jeff Bezos for recruiting these celebrities -- they are upscale, not run-of-the-mill and not overexposed," said Kurt Peters, editor of Internet Retailer. "Retailing is all about showmanship. And Amazon is moving in that direction," he said.
The Jones and Dylan concert will begin at 5 p.m. July 16. The concert, to be held at Benaroya Hall, will be attended by Amazon's Seattle-area employees; tickets will not be sold to the general public.
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