In France, Netflix is the undisputed leader of video streaming services, but also of social media (2.6M Twitter followers) and Amazon is often far down the list (37K Twitter followers) . So to create an impact and address a sometimes hostile audience, the brand had to use original communication tactics. Particularly in France, many people sign up to Amazon Prime for the delivery advantages the service offers (the retail) and 70% of them are not aware that this gives them free access to the Prime Video streaming platform (the entertainment) . For the launch of the second season of the Jack Ryan series, an original program, Amazon proposed the #AmazonBingeShopping. The brand offered the public the chance to win the object of their choice from the series, if it was available on Amazon.fr. Members needed to take a screenshot of the object in one of the episodes and associate it with the equivalent product on Amazon.fr, then post a photo of it on Twitter using the operation’s hashtag. The operation therefore aimed to bring together Amazon’s retail and entertainment worlds and promote the streaming platform to both Prime members and the general public.