• by Melynda Fuller , September 24, 2018

“The millions of women who come to InStyle every day don't just want to be inspired to buy, they expect automated commerce. That's modern shopping,” said Laure Frerer-Schmidt, publisher of InStyle. To meet this expectation, InStylehas partnered with Amazon for its October issue, which features Amazon SmileCodes throughout the magazine’s pages.

Readers using the Amazon shopping app’s smile code function can hover over a code on a selection of pages. The item is then immediately added to the reader’s cart. Frerer-Schmidt says the ease of transaction is accentuated because Amazon already has the user’s information.

The items for sale include beauty all-star products across InStyle’s annual Reader’s Choice Awards with scans appearing on every page of the feature. Amazon has offers connected to each item.

InStyle initiated the collaboration, enlisting Amazon to create an editorial platform around the awards. 

Frerer-Schmidt told Publishers Daily: “Meredith already has a powerful partnership with Amazon, and when InStyle offered to layer our strong national fashion and beauty authority to Amazon's easy SmileCode shopping app, it was a win for all.”

According to Frerer-Schmidt, “an automated commerce platform makes the buying experience easier for our consumer.” The inclusion of the codes allows the brand to expand and deepen its audience engagement while simultaneously driving retail sales for its partners, growing ad revenue, partnership revenue and affiliate revenue in the process.