Kindle Offers Glimpse of ROI on Oprah

Nod From Talk Queen Causes a Surge in Web Traffic

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Amazon Kindle
NEW YORK ( -- Since Amazon launched the Kindle, its electronic reader, a year ago, it has created a swarm of dedicated customer advocates. But on Oct. 24 it snagged the most important evangelist in Oprah Winfrey, who said, "I'm telling you, it's absolutely my new favorite thing in the world."

Oprah's Midas touch when it comes to selling books is well-documented, so it seems reasonable that the same would be true for Kindle. While Amazon doesn't release sales numbers for the product, it has featured her praise on its home page all week. And if all the search volume, web traffic and blog buzz are anything to go by, she's going to give Jeff Bezos & Co. a bright holiday.
The amount Amazon's visits were up Oct. 24, the day Oprah endorsed Kindle on her show, over the previous Friday, according to Hitwise. Visits on Oct. 25 were up 4% over the week-before period. While Hitwise doesn't report actual site visits, Amazon is a top-20 internet site -- so a 6% bump can translate into hundreds of thousands of visitors.
3.1 MIL
The number of unique visitors to in September, according to Compete. The Kindle endorsement also drove traffic to her site. On Oct. 24, reached about 0.34% of the total online audience -- more than five times her 0.06% reach the day before.
The percentage of blog posts about Kindle since Oct. 23 that have mentioned Oprah's endorsement, according to BuzzLogic. About half mentioned the discount Amazon was offering until Nov. 1 -- the discount code being oprahwinfrey.
The bump in search traffic for the word "kindle" the day Oprah threw her support behind the product, according to Google Insights. It went up even more on Saturday.
The bump in U.S. web traffic from to, per Hitwise, between Oct. 23 and Oct. 24.
How much an Amazon affiliate can earn per Kindle sale, if it is part of the program that shares revenue when a consumer clicks through those links and buys on Amazon. That's 10% of the purchase price. Oprah could be making a pretty penny on Kindles if she was part of the affiliate program -- but she isn't.
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