Although the team responsible for tracking activities on Amazon blogs sits on the same floor as my team does, I have no idea about their world. So this post is about Amazon blogs written from a purely customer's perspective (without any employee biases... okay, very little).
The blog that I'm referring to is called Amazon Daily. It contains daily posts on a variety of topics ranging from new books, upcoming albums, new trends in spring wear to hottest electronic items. When I first heard about the idea, my instant reaction was that it would be like a website that shows deals (push-based marketing). However, on visiting this site, all my fears were put to rest. The blog posts are not salesman like at all. It is as if I were reading blogs on a niche website. Although the different posts lack coherency (because Amazon serves all kinds of products), each blog post seemed to come from an individual who is very passionate about the item he/she is talking about. The coherency problem is solved by having a nice categorization of topics on the side bar.
The blogs are strewn with links to Amazon product pages. Clearly, this is to promote traffic to Amazon. And there is no dishonesty in this. The blog itself is hosted on Amazon.com. However, what's interesting is that the blogs contain links to outside Amazon too. For exampe, it contains links to videos on YouTube. Thus, I would say that the blogs that get written are not just to ensure high incoming Amazon traffic. It is perhaps to generate interest in the blog itself. By making the content as rich as possible, Amazon tries to build passion among users in the various products Amazon offers, even if it means that traffic gets directed away from the site. This customer-centric approach to blogs resonates very well with the mission statement of Amazon.com of becoming "the earth's most customer centric company".
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