Serious Eats is making recipes shoppable through Amazon

“Serious Eats and Simply Recipes, which are both owned by food-focused Fexy Media, made a deal with Amazon that makes some of their recipes shoppable through Amazon Prime Now, Amazon’s fast delivery service. Amazon Prime customers in 30 cities can click a button at the foot of a recipe on Fexy’s sites to add the ingredients to their carts, which will be delivered within two hours. Fexy gets an portion of each sale.”

“…the Amazon deal gives Fexy access to consumer goods marketing dollars that historically haven’t gone to digital publishers, like retailer-specific coupons and in-store advertising. Those expenditures, which live under the umbrella of shopper marketing, accounted for 13 percent of CPG marketing budgets last year, according to Cadent Consulting Group. Digital accounted for 19 percent, according to that same research.”

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