I’ve been doing some research for a client recently and looking at some top performers in eCommerce which is when I came across Amazon’s rather extensive network of Facebook Fan pages. I’ve also found 2 twitter accounts and 2 YouTube accounts, but Amazon doesn’t make it easy. They don’t have a nice list of all their social properties anywhere I could find.

First let’s look at the basic profile stats and then we’ll look at some great engagement info I got from my friend Damon using Export.ly, one of his amazing analytics tools.

The Fans
As of writing this here are the current fan counts of each of their Facebook Pages

• Amazon App Store for Android – 4,859
• Amazon Books – 2,464
• Amazon Uk – 43,868
• Amazon.de – 28,634
• Amazon Studios – 960
• Amazon Magazines – 1,237
• Amazon Movies and TV – 25,777
• Amazon Home Improvement – 821
• Amazon Mom – 3,978
• Amazon Student – 11,801
• Amazon Instant Video – 9,327
• Amazon Fashion – 11,864
• Amazon Mp3 – 27,777
• Amazon Kindle – 658,061
• Amazon – 620,226

The counts for Amazon’s Twitter account

• Followers: 71,931
• Following: 41
• Tweets:  894
• Listed: 3,595

Amazon’s Kindle Twitter account

• Followers: 27,565
• Following: 51
• Tweets:  586
• Listed: 1,364

The details on Amazon’s YouTube account

• Total Uploads: 4
• Channel Views: 8,361
• Total Upload Views: 53,004
• Subscribers: 181
• Channel Comments: 20

And the details on Amazon’s Kindle YouTube account

• Total Uploads: 12
• Channel Views: 151,627
• Total Upload Views: 3,054,031
• Subscribers: 1,044
• Channel Comments: 102

And for good measure a dash of Google Search Results

• Amazon.com – 5,210,000,000 Results
• “Amazon.com” – 364,000,000 Results
• Amazon Kindle –  108,000,000 Results
• “Amazon Kindle” –  14,700,000 Results

Engagement Stats

Amazon Twitter

• Replies: .61%
• RT’s: 10.94%

Kindle Twitter

• Replies: 6.04%
• RT’s: 10.88%

Amazon Facebook Fan Page Activity (over 4 days)

Amazon Kindle Facebook Fan Page Activity (over 4 days)

It’s pretty clear to me that when it comes to social popularity and engagement the Amazon Kindle is crushing it’s creator. People are much more engaged by, interested in, and willing to communicate with the product social properties than the company social properties.

My theory on this is that we have a deeper connection with the products a company makes, because we physically use them, than the company that makes them. We hold a Kindle, use it, share it with friends, and get endless hours of entertainment from it. We just order stuff from Amazon.

What do you think?

Josh “Shua” Peters

p.s. Twitter engagement stats come courtesy of TweetStats and in case you forgot, Facebook came courtesy of Export.ly. Both of which come courtesy of the brilliant Damon Cortesi