Digiday | Amazon is attempting to court an untapped customer base.

CEO and Co-Founder, Fred Killingsworth, talks to Suman Bhattacharyya with Digiday about what Amazon is doing reach lower income customers.

Suman Bhattacharyya

Different from Amazon's target market, the online retailer is making strong efforts to open up an untapped customer base by offering discounted prime memberships, a new bargain section, and delivery pickup points.

"The strategy was to have a broader reach in the market and deliver value to consumers receiving government benefits — it’s different from Amazon’s historical demographic," said Fred Killingsworth, CEO of e-commerce consultancy Hinge and a former Amazon employee. "The majority of folks that are buying things on EBT are redeeming government benefits at Walmart; it’s about being able to reach that untapped market."

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