Amazon Japan introduced the sale of alcohol on its website in 2014.

However, there has been little awareness about this.

Our 2 key objectives were therefore:

1:To raise nationwide awareness around the sale of alcohol on Amazon Japan

2:To raise nationwide awareness that Amazon Japan carries the largest selection of alcohol among other alcohol e-commerce sites.

1: “Japan’s first” was a newsworthy point for media

2: “No menu” - a concept that is different from the norm, drew the interest of both media and consumers alike

The above two talking points were communicated on Amazon Japan’s website a week before opening.

3: “Taste analysis tool (ordering system) developed based on Amazon's recommendation algorithm” appealed to tech and gadget-related media

4: The preparation of “rarely available alcohol” caught the interest of everyone

Additionally, we held a pre-launch event exclusively for selected media, which helped to kickstart the buzz.

·A large-scale bar that takes up a considerable 520 square meters

·10-day pop-up Amazon Matching Bar