Peanut butter brand ManiLife has launched a campaign on Amazon Alexa offering peanut butter lovers the ability to enter a giveaway and buy Manilife peanut butter via their Alexa device. The campaign uses Amazon Alexa’s sales conversion beta and goes live today. The campaign is one of the earliest examples of the Alexa Shopping Cart beta program which includes 10 partners globally.

“We have been working with ManiLife since last year to harness the power of Alexa,” said Maria Reyes, CEO of VozLab, the agency that created the campaign. “With 40 per cent of UK homes now connected to the device, Voice Commerce is a great opportunity for those brands already selling through Amazon.” VozLab is one of Amazon’s preferred partners and one of the few companies with access to Alexa’s shopping beta.

The campaign team at ManiLife will be able to edit the campaign on Alexa in real time. In addition, the new feature integration with Alexa’s shopping cart will not only allow customers to buy a product, but will also enable ManiLife to switch between different products on offer.

VozLab said the voice experiences it is creating are transforming the way brands interact with consumers, while growing databases at scale (noting that voice tech can deliver 50 per cent more marketing permissions than any online channel), and driving tangible sales. As Voice Commerce becomes more conversational, the next generation of voice apps have the potential to change the retail landscape for many companies and brands, it believes.

The voice app was created to be fully integrated with Alexa’s shopping cart, while ensuring that a customer’s experience starts and ends in the ManiLife skill. After entering ManiLife’s giveaway, the voice app hands off the purchase flow to Amazon, which enables a customer to buy their favourite peanut butter straight away. The transaction is completed within the customer’s existing Amazon shopping account, with no additional details required to finish the purchase. After the purchase, the user is handed back to the ManiLife voice app.

“Working with VozLab has been an absolute pleasure and pretty different to our usual marketing tactics,” said Manilife Founder Stuart MacDonald. “This is our second campaign through Alexa and we couldn’t be happier. Their energy and creativity are highly contagious, and the results speak for themselves.”