Amazon.com returns to TV

Amazon.com hasn't done TV advertising for years, but is hitting the airwaves again with an ad for its Kindle electronic reader, just in time for the holidays. Amazon is using the winner of the amateur ad contest it held a few weeks ago — a stop-motion video called "Kindlicious." Amazon's return to TV comes as Sony ramps up advertising for its e-readers and eBay launches its own ad push.

The amateur ad contest gave Amazon a relatively low-cost source of material (Amazon gave the maker of the Kindlicious video, L.A. photographer Angela Kohler, $20,000 in gift cards and a film festival screening). Amazon isn't saying if it plans to expand the campaign. The company recently hired the Berlin Cameron ad agency (a unit of WPP Group), according to a report in Brandweek.

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About Eric Engleman

ERIC ENGLEMAN is senior technology staff writer for TechFlash and the Puget Sound Business Journal, covering online retail giant Amazon.com. Engleman tracks Amazon's increasingly complex business, spanning ecommerce, Kindle, cloud computing, and more. He's been covering technology and other industries for the Business Journal since 2003.

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