Amazon Theater is a series of interactive short films that combine exclusive content and progressive technology to showcase the breadth of products available on Amazon.com. Five original films were developed to seamlessly accommodate a variety of products in their storylines, providing customers with a direct opportunity for purchase and category exploration. Clickable product credits at the end of each film provide customers with a direct link to featured products available for purchase on Amazon.com, merging entertainment with transaction. The films were delivered to Amazon.com customers via a custom downloadable player or web stream, allowing customers to control the method of delivery.

Amazon.com posted their busiest Holiday season ever, with a 30% increase in sales from the previous year. 42% sales increase in categories other than books and CDs. 15% increase in overall traffic to the site. Over 500 million quantifiable media impressions.