M+E Daily

Social Commerce: Deal for Amazon Gift Cards Nets a Million-Plus Takers

More than 530,000 online shoppers have taken up LivingSocial on its offer of a $20 Amazon.com gift card for $10, just hours after the social commerce site launched the one-day deal Jan. 19. (UPDATE 1/20: The day’s final tally passed 1.3 million purchasers, according to the site.)

The half-off promotion serves to strengthen Amazon’s brand as the online site with the deepest discounts on entertainment, while supporting LivingSocial in its competition with fellow social commerce site Groupon.

Entertainment offers are still relatively few on social commerce sites, which to date have centered on discounts at restaurants, spas, and live events. But the two businesses are partnering together more frequently lately. During the holiday season, Groupon ran high-profile online promotions with Universal Music’s Island Def Jam as well as Redbox.

The LivingSocial deal is shaping to pay off for Amazon in more ways than one: the retailer has invested $175 million in the site. More at .