Virtual Incentives has described how Amazon gift cards fit into its customer incentive programs. In an October 2018 article, the company referred to a discussion between its CEO, Jonathan Price, and Amazon about reward choice, brand recognition and customer engagement.

Price highlighted familiarity and ease of use as reasons for including Amazon in the catalog. Virtual Incentives said the retailer’s recognition among consumers helped it serve clients with different reward and marketing objectives.

Amazon gift cards sit alongside virtual Visa and Mastercard rewards, other branded gift cards and physical cards in the company’s offering. The provider emphasized that this mix allows a program to select rewards suited to its audience.

The article presents the Amazon relationship as part of that broader catalog strategy. It points readers to a separate case study for more detail, without reporting a specific increase in engagement or loyalty from the use of Amazon cards.