Dive Brief:
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For the first time, Amazon has Oprah Winfrey’s curated Christmas list of her “Favorite Things” available on its website for purchase.
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The list of 87 items runs the gamut from pet toys to electronics, and a few of Winfrey’s own products, including her magazine.
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With her show off the air, though, she won’t be wowing her audience with free gifts, unless Amazon can find a way to replicate that.
Dive Insight:
Oprah may be off the air, but her magic touch—her endorsements tend to boost sales of anything she likes, as many authors have found—is a favorite thing of retailers. According to Digiday, two brands that made the list, A&B American Style with its Pepper Sauce and Emi Jay with its pullover, have seen an uptick in sales after being placed on the list last week. The list was also advertised on "Good Morning America" and Oprah's own magazine.
As to how and why Amazon and Oprah forged this partnership, Amazon did not respond to Digiday's questions on the matter.
Amazon, like many retailers, has launched the holiday shopping season a bit early, opening its Black Friday Deal store last week.
