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Amazon may have patented the next big thing in online shopping — Quartz

Amazon may have patented the next big thing in online shopping — Quartz: There’s potentially another reason for Amazon to promote the use of video in e-commerce. It now has a way to�offer customers discounts for watching ads. In October, Amazon was awarded a patent for “content-based price reductions and incentives.” The patent says that “customers in an electronic environment can be presented with the option to receive advertising, such as audio, video, or interactive content, in order to receive discounted pricing or similar benefits.”

One example of how Amazon sees this working is that a customer can watch a video ad on an item’s detail page, such as a product review. As the customer watches more of the ad, the displayed price for the item drops.

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