Amazon Prime offers live music experience for UK members

Amazon’s loyalty scheme has extended to live music and entertainment experiences for Prime members in the UK.

It is through its Tickets division launched in 2015 to work with promoters, venues, record labels and artist management.

An announcementrevealed they can have premium seats and access to tickets for 24 hours before the general public for British Summer Time Hyde Park featuring The Killers, Phil Collins, Tom Petty and Justin Bieber; and Stone Free headlined by Ritchie Blackmore’s Rainbow.

The offer is also for concerts this summer by Kings of Leon, Jamiroquai, Emeli Sandé, Lady Gaga, Celine Dion, KISS, Blink-182, alt-j, Little Mix, Ariana Grande and Nick Cave & The Bad Seeds at venues through the country including The 02, SSE Arena, Wembley and Royal Festival Hall.

The offer is also for theatre, comedy and family shows, and early access to brand new Amazon Lounges and Terraces installed at some venues, VIP entry, private bars and waiter service to seats. More shows will be added to the website,

“Enhanced live entertainment experiences are a fantastic addition to Amazon Prime in the UK, which already offers members great value with fast delivery, streaming of movies, TV and music, and lots more,” said Amazon Tickets GM Geraldine Wilson.

Earlier this month, Amazon advertised for a Senior Program Manager of Music to “dramatically improve” the experience of the 32 million people that attend music festivals in the US each year.

Plans for the US will involve a “physical festival presence” which could include “on-site food and product delivery, custom tour merchandise for purchase, artist meet and greets, and convenience amenities such as free Wi-Fi, water, charging stations, and restrooms”.

The company is targeting the 32 million who attend US festivals each year.

Amazon Prime’s loyalty programs have developed a reputation for the way it integrates its offers into the customer’s life which is more than the US$99 a month fee. These include free shipping; live streaming of music, movies and TV shows; and storage for digital photos.

Its marketing initiatives are also being noticed for their creative approach.

For instance, earlier this month at South By Southwest in Austin, Texas, it threw three themed parties to promote its services.

One, for Man In The High Castle,turned a venue into a World War II-era “Resistance Radio Network” where guests were given a free wristband to access touchpoints, personalise free merchandise and an “air display” where its drone delivery technology was showcased to the public for the first time and proved it could deliver within 13 minutes of the order being placed.

Similarly, Grateful Dead and American Playboy-themed parties unveiled new Amazon video series on these.

Another marketing strategy was to turn London’s Westminster tube station to Webministerin January, to showcase its web services and cloud computing business.