Abstract
Abstract: In this book discussion, a panel of advertising, communication, and media studies scholars meet with Emily West to discuss her 2022 book Buy Now: How Amazon Branded Convenience and Normalized Monopoly (MIT Press). The conversation unpacks key concepts from the book, such as platform capitalism, affective branding, and distribution fetishism, which examine how Amazon's unique approach to scaling its business and normalizing surveillance has made it a dominant global entity. West emphasizes Amazon's focus on service and relational marketing, contrasting it with aspirational brands like Nike or Coca-Cola. The group focuses on the book's exploration of the "served self," a consumer subjectivity shaped by convenience-driven platforms, and how Amazon's practices reduce consumer decision-making power. They also explore Amazon's global expansion strategy, noting its success in India and failure in China, and its influence on retail markets worldwide. The talk also touches on Amazon's branding and advertising strategy, particularly its use of algorithms to control product visibility, and its expanding role in digital advertising, such as displaying ads on Echo Show devices. The participants reflect on how West's book can be used in teaching to help students understand corporate monopolies, platform power, and consumer culture in the digital age.
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