IMC Campaign Proposal for Amazon Astro Retail Launch Background Amazon is preparing to take a bold strategic step in early 2026?launching its home robot, Astro, into physical retail environments in Australia for the first time. Previously available through a limited, invite-only release and online sales, Astro is now set for a broader public debut to compete head-on with Samsung's Ballie and LG's Rosie. These two competing brands and products will seek to gain market traction in Australia in the second half of 2025 through premium in-store demonstrations, emotional storytelling, and media buzz. Astro is Amazon's first home robot?a mobile, AI-powered device that acts as an extension of the Alexa ecosystem. It features autonomous navigation, home monitoring via a periscope camera, facial recognition, pet tracking, video calling, and integration with Ring and Alexa. Astro is designed to bring both functionality and peace of mind to tech-forward households, especially families and early adopters of smart home technologies. It requires a subscription to enable all features

This is the target customer:

Age 30-50 years old Household Type Dual-income families or couples, often with children aged 5-15 Location Urban and inner suburban areas (e.g., Sydney, Melbourne, Brisbane) Income Level High disposable income; household earnings > $120,000 AUD annually (37% of Australian smart home users are in high-income brackets) Home Ownership Predominantly homeowners; live in larger single-level homes (Astro cannot climb stairs) Technology Use Early adopters; already own multiple loT devices (average ~24 connected devices per household)