Why Are Minions on Amazon Packagings


The Minions came recently to Amazon packagings as a third party ad for the first time in retail history: not just the online mammoth’s, but everyone else’s. It’s a pretty huge move, and everyone is asking themselves why: just why now? And why the Minions?

Let’s recapitulate: at the beginning of summer, Amazon signed a deal for a third party feature in their packagings for the first time ever. It had never happened before, as Amazon packagings had always characterized themselves by a plain and light brown cover with barely any distractions, (other than a few brand logos). From time to time, Amazon also advertised its Prime and Lockers services, but this is the first time in history than any packaging featured an outsider ad on itself.

Minions on Amazon Packaging

The new Minions packagings shined in a bright yellow adorned by the three Minions, depending on the package size: Stuart for the large ones, Bob on the medium sized, and Kevin on all the smaller ones. All boxes also featured the release date for the film and a link towards the Minions page on the platform itself. The reasons for this change of attitude towards third-party features in Amazon packagings is still unknown; there’s still not a single word being said about it from the company’s spokesmen, but there are some clues to be taken.

First, the ad itself: the Minions are pretty accustomed to being featured in all kinds of places, from toys to Monopoly. Hence, they’re not as unexpected and annoying as many other personalities could be. Also, their playful nature also plays a role in taking out some heat. Their own movie is incoming as well, (and very much anticipated), so it wouldn’t come as bizarre for the customer to find an ad here or there. Hell, there are people even keeping the boxes with them:

#MinionsBoxes got my cool stuff in a cool Amazon Minions box…keeping the box. 🙂 pic.twitter.com/Q5scm4dD2T

— Erik Miller (@fballdefense) Mayo 28, 2015

And speaking about the boxes, which, as GeekWeek pointed out, are everywhere:


“This new revenue stream could be lucrative for Amazon, whose boxes can be seen on doorsteps (and in recycling bins) across the country.”


Advertising has always been an art of exposition, and Amazon’s is growing by the day. Their boxes and its packaging design might soon become another ad display, and they’ve been first to recognize the opportunity, as they did with drones two years ago.

Picture for a moment the penetration of Amazon’s packages within contemporary society: Amazon is actually quite dominant in their field. And that’s that. Add now the inherent advertisement possibilities of an unbeatable segmentation, and you have a pretty extraordinary mix. Now, it’s just a matter of time before marketers find out the value of it all.