Amazon teams with home magazine for wedding promotion

Amazon's interactive, shoppable experience includes a pop-up shop and dedicated microsite.

Amazon Wedding Registry is partnering with home and lifestyle publication Domino for an omnichannel promotion timed to coincide with the online and print release of Domino’s wedding issue on Tuesday, Oct. 15. The print issue exclusively features products available on Amazon curated by Domino. Customers can shop from the pages of the issue by scanning Amazon SmileCodes, QR codes which activate digital offers from Amazon when scanned with a mobile device.

Dovetailing with the issue, an Amazon Wedding Registry x Domino pop-up shop will operate at the Museum of Modern Love in New York City from Friday, Oct. 11 to Sunday, Oct. 13. Using a combination of Amazon's shoppable technology and product catalog and Domino editorial content, customers can walk through a curated space and scan items that automatically populate to their Amazon Wedding Registry cart for their guests to see.

"Weddings are looking cooler than ever and there's no longer a prescribed formula for what a couple, family, or celebration should be," said Domino editor-in-chief Jessica Romm Perez. "In collaboration with Amazon Registry we were inspired by the many ways we could help our readers navigate the often-confusing days of pre-and post-wedding bliss. We wanted to create an inclusive guide to life and love and to inspire couples to not only prep for their wedding, but also for a lifetime together."