Hooking an Entire Nation Every Day – How Amazon uses Cheating as a Growth Strategy

March 2, 2020
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Rhys Wallace

 
Each morning, the Amazon India mobile application hosts a quiz with 5 questions. These questions are all some form of trivia or general knowledge, each possible to answer, but not necessarily simple – think Trivial Pursuit
 
 
Any user that gets all 5 answers correct is entered into a prize drawing. To give an idea of the winnings, a recent daily prize was an iPhone XS, which sells for around $1,000 USD on Amazon.in – roughly half the per capita GDP of India.
 
 
This alone drives a strong amount of traffic to the Amazon mobile application in India, integrating a gamified experience into the application – but the growth hack goes deeper.
 
Immediately upon the daily quiz system launching, sites popped up all over India sharing the answers to the quiz minutes after it goes live each day. This also includes Telegram groups, blogs, etc.
 
 
This makes the quiz a wildly effective marketing tool. For a few hundred dollars each day, Amazon is able to put themselves in press, newspapers, blogs, social media accounts every single morning, all across India – and drives countless users to visit the app.
 
 
With mobile commerce set to represent about 80% of online commerce in India in 2020, the quiz is a major foot in the door for Amazon to lead this hugely valuable and growing market, against strong competition such as Flipkart and Myntra.
 
This daily quiz, shared all around social media in India each day drives cheap traffic for Amazon. While the majority of visitors won’t make a purchase in that same session, it builds Amazon’s prevalence in the minds of Indian consumers, while offering data on which products best convert across this massive user base.
 
For more marketing and growth hacking case studies and tips, be sure to follow me on Twitter @rhyswallaceco for more marketing and growth hacking case studies!
0-PROFILE-PICTURE-041119-min

Rhys Wallace