Exploring the Legalities of Amazon Giveaway

Last month, Amazon launched its “Amazon Giveaway” program. It offers two no frills sweepstakes options to users. The sponsor signs up, chooses the prize, and Amazon does the rest, including offering the sponsor access to Amazon’s vast shipping capabilities. Amazon Giveaway may draw brands away from social media pages for simple sweepstakes, but its one size fits all approach is not right for every advertiser or every sweepstakes. The program makes legal assumptions about sweepstakes law and may leave brands assuming certain legal risks.