Amazon Music and Ring cross-promote Carrie Underwood’s new album

In a unique marketing move this holiday season, Amazon is leveraging multiple verticals in its empire to reach both music fans and smart home device consumers. The company is running a new 30-second spot on national TV that features country music superstar Carrie Underwood approaching a house decorated for Christmas, singing into the Ring doorbell’s camera, and unveiling her brand-new album. Her new song, “Favorite Time of the Year,” also released exclusively on Amazon Music in time for the commercial’s debut.

As described by Adweek, this cross-brand marketing approach is one that Amazon intends to employ as it continues to evolve its music streaming service. Amazon Prime, which has over 112 million members in the US, provides Amazon’s customers with free access to Amazon Music, although the “Unlimited” version costs $7.99 per month ($9.99 for non-Prime customers). At the start of the year, Amazon said it had 55 million Amazon Music customers globally across all its streaming offerings, with a 50% year-over-year increase in subscriptions to Amazon Music Unlimited.

Tapping into this base to sell the popular Ring doorbell is one of the benefits of Amazon owning multiple brands, but Carrie Underwood’s participation is the icing on top. This is not the first time that Amazon has leveraged a smart device to promote its services, given that an ad-supported version of Amazon Music was first offered to owners of the Echo smart speaker – the ad-supported version was later made free to everyone in a bid to take on Spotify, Pandora, etc.

The smart device synergy appears to be working. According to Interpret’s New Media Measure®, 28% of Ring doorbell owners in the US now subscribe to Amazon Music Unlimited, compared to 24% who subscribe to Spotify and 10% who subscribe to Pandora. Ring ownership among Amazon Music listeners also outstrips Nest and Honeywell ownership by several percentage points.