According to recent reports, Apple has been aggressively discouraging labels from participating in Amazon MP3's Daily Deal. Feature a new release there, the labels have been told, and your release will get no promotion at all on iTunes.
Being an aggressive competitor is nothing new for Apple. It's also common for labels for show a preference for their largest retailer. But this particular skirmish reveals both Apple's hypocrisy as well as just how much the major labels fear Steve Jobs.
Anatomy Of The Daily Deal
The Daily Deal is, for all practical purposes, a free promotion subsidized by Amazon. If accepted into the program, artists and labels are asked for a one day exclusive. During that 24 hours Amazon aggressively discounts the title to between $1.99 and $3.99. In part, to keep each sale eligible to be counted on the major charts, Amazon actually reimburses the labels at the normal wholesale price. In effect, subsidizing about $3 of each purchase. Amazon MP3 also features the title on its web pages and to the 1.4 million that follow the Daily Deal on Twitter.
Unlike the old price and positioning charges at brick and mortar retail, Amazon and most other online retailers do not charge labels for these promotions. In the case of the Daily Deal, artists and labels are only asked to promote the release via their web sites, email lists and social networks.
Some label executives worried that deep discounts cannibalized early sales that would have happened at full price. But one major label group recently told its labels that its own studies had shown that as much as 95% of all Daily Deal sales were incremental and would never have happened without the discount.
Apple Fights Back
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