{"id":30096,"date":"2026-05-08T13:16:32","date_gmt":"2026-05-08T11:16:32","guid":{"rendered":"https:\/\/acumbamail.com\/blog\/?p=30096"},"modified":"2026-05-08T13:16:33","modified_gmt":"2026-05-08T11:16:33","slug":"what-amazon-can-teach-us-about-email-marketing-campaigns","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/en\/what-amazon-can-teach-us-about-email-marketing-campaigns\/","title":{"rendered":"What Amazon Can Teach Us About Email Marketing Campaigns"},"content":{"rendered":"<p>Amazon, <strong><a href=\"https:\/\/acumbamail.com\/blog\/checklist-auditoria-email-marketing\/\">email marketing campaigns<\/a> and the best practices<\/strong> you can apply today to boost your results.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Discover what the world&#8217;s ecommerce leader does in its email marketing campaigns and <strong>how to apply its winning strategies to your brand with tools like <a href=\"https:\/\/acumbamail.com\/\">Acumbamail<\/a>.<\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Amazon and Email Marketing Campaigns: Strategies That Work<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p><strong>Amazon is not only a leader in ecommerce: it is also one of the major references in global email marketing.<\/strong> With billions of emails sent each year, the Seattle giant has perfected its campaigns to make them a fundamental part of its sales and loyalty strategy.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>But, <em>what can we learn from a company with almost unlimited resources?<\/em> More than it seems.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Because <strong>many of the techniques Amazon uses don&#8217;t rely on having millions of data or a team of engineers, but on properly applying the fundamentals of email marketing: personalization, segmentation, automation, and relevance.<\/strong> Exactly what you can also do from professional email marketing platforms like ours.<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/Acumbamail-marketing-para-todos-illustration_historias-1024x1024.png\" alt=\"illustration of a hand snapping fingers with an email around\" class=\"wp-image-18615\" srcset=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/Acumbamail-marketing-para-todos-illustration_historias-1024x1024.png 1024w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/Acumbamail-marketing-para-todos-illustration_historias-300x300.png 300w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/Acumbamail-marketing-para-todos-illustration_historias-150x150.png 150w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/Acumbamail-marketing-para-todos-illustration_historias-640x640.png 640w, https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2021\/04\/Acumbamail-marketing-para-todos-illustration_historias-96x96.png 96w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><p>In this article, we analyze how Amazon&#8217;s email marketing works and what you can apply right now in your own campaigns, with examples, best practices, and accessible tools.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Now more than ever (<em>as <a href=\"https:\/\/acumbamail.com\/blog\/black-friday-email-marketing-guia\/\">Black Friday<\/a> approaches<\/em>), information is power.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>1. Amazon Doesn&#8217;t Send Newsletters, It Sends Sales Opportunities<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>The first thing that stands out about Amazon&#8217;s approach is that it doesn&#8217;t do email marketing just for the sake of it. Each email has a clear purpose: to generate clicks, conversion, or reactivation.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Before designing your next campaign, ask yourself this question: <em>what is the goal of this email?<\/em><\/li><li>Define a <a href=\"https:\/\/acumbamail.com\/blog\/como-disenar-botones-cta-en-el-email\/\">clear call to action<\/a> and a direct value proposition.<\/li><li>Use tools like Acumbamail to design templates focused on specific goals: sales, <em>lead nurturing<\/em>, <em>feedback<\/em>, or retention.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>Not leaving anything to chance may seem like a &#8220;<em>silly tip<\/em>&#8221; or perhaps too basic, but &#8211;<em>precisely<\/em>&#8211; it is the foundation of a good strategy.<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"182\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29366\" \/><figcaption class=\"wp-element-caption\">Source: <a href=\"https:\/\/www.amazon.es\/\">Amazon Spain<\/a><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>2. Personalization at Scale <em>(and Well Thought Out)<\/em><\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>One of Amazon&#8217;s great achievements is its ability to personalize emails based on purchase history, searches, or browsing. But it doesn&#8217;t just personalize with the name or product: it also adapts the type of recommendations, the tone of the message, and the timing of the send.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong>A Real Example<\/strong>: after buying a camera, you might receive an email recommending tripods, memory cards, and photography courses. That is, useful and related content.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Create segmentations based on behavior: who clicked, who purchased, who abandoned a cart.<\/li><li>Use automations to send related content after a specific action.<\/li><li>With Acumbamail, it&#8217;s possible to do this effortlessly, thanks to our dynamic segmentation system and easy-to-configure automations.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1622\" height=\"1392\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-1.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29367\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><p><strong>3. The Subject Line Is Part of the Content<\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Amazon constantly tests subject lines that not only grab attention but are directly connected to the email content. It often uses structures like:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>&#8220;<em>Still interested in this?<\/em>&#8220;<\/li><li>&#8220;<em>Last chance to take advantage of this offer<\/em>&#8220;<\/li><li>&#8220;<em>Recommendations based on your recent purchases<\/em>&#8220;<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>This makes the message clear from the start.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Use <a href=\"https:\/\/acumbamail.com\/blog\/test-ab-email-marketing\/\">A\/B tests<\/a> to try different subject lines <em>(with Acumbamail you can do it in two clicks)<\/em>.<\/li><li>Use action verbs and contextual personalization (by product, interest, or behavior).<\/li><li>Avoid generic subjects like &#8220;<em>July Newsletter<\/em>&#8221; so they don&#8217;t end up ignored.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1096\" height=\"76\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-2.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29368\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>4. Post-Sale Email: Follow-Up with Value<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Another strong point of Amazon is how it manages email after a purchase. It not only confirms the order but also:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Notifies of the shipment in real-time.<\/li><li>Requests reviews non-invasively.<\/li><li>Recommends complementary or related products.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>All of this keeps the user in contact with the brand and increases the average customer lifetime value (CLV)*.<\/p><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"946\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-3.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29369\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><p>*If you want to know more about CLV, I also talked about this in my article on <em>Latest Advances in AI for Email Marketing: What&#8217;s Coming<\/em>, on this <a href=\"https:\/\/acumbamail.com\/blog\/author\/yacarli\/\">same blog<\/a>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Design a post-sale email chain that doesn&#8217;t just stop at &#8220;<em>thank you for your purchase<\/em>&#8220;.<\/li><li>Use satisfaction forms or surveys <em>(in Acumbamail you can do it directly in the email)<\/em>.<\/li><li>Schedule automations that offer <em>upselling<\/em> or <em>cross-selling<\/em> a week after the purchase.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>5. Abandoned Cart Emails: Amazon Gets Straight to the Point<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Amazon has one of the highest cart recovery rates in the industry. <em>The secret?<\/em> A direct email, with a product photo, cart link, and a clear CTA to complete the purchase.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Sometimes it adds an incentive (like a discount) if the user doesn&#8217;t respond to the first email.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Activate a cart recovery automation with Acumbamail.<\/li><li>Make it as visual as possible and avoid distractions: the goal is to complete the purchase.<\/li><li>Add urgency (&#8220;<em>Only 1 left in stock<\/em>&#8220;, &#8220;<em>Offer valid until tomorrow<\/em>&#8220;) if it&#8217;s coherent\/consistent.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1010\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-4.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29370\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>6. Proactive Recommendations with AI<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Amazon doesn&#8217;t wait for the user to act. It uses predictive models to anticipate needs and send emails before the user expresses them.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><em>For example:<\/em> if you bought coffee 30 days ago, it might send you a reminder to restock just when it estimates you&#8217;re running out.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Segment your database by time since the last purchase.<\/li><li>Use automated emails triggered by the customer&#8217;s lifecycle.<\/li><li>Acumbamail allows you to set up automations based on dates, events, or previous interactions. <a href=\"https:\/\/acumbamail.com\/\">Try it<\/a>.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"127\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-5.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29371\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>7. Transactional Emails with Consistent Design and Tone<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Although many neglect them, confirmation, shipping, or customer service emails are key to the user experience. Amazon takes care of their design, tone, and clarity.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Personalize <a href=\"https:\/\/acumbamail.com\/blog\/emails-transaccionales\/\">transactional emails<\/a> to reflect the brand&#8217;s voice.<\/li><li>Ensure the design is clean and <em>responsive<\/em>.<\/li><li>Integrate contact forms or useful <em>FAQs<\/em> if applicable.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"1337\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-6.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29372\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>8. The Value of <em>Feedback<\/em>: Listening Emails<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Amazon also sends emails requesting reviews, but it does so after leaving time to use the product. <em>Moreover<\/em>, it makes it easy to leave a review with just one click.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong>What Can You Apply?<\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Use integrated forms (<em>with Acumbamail you can insert one directly in the email<\/em>).<\/li><li>Send brief surveys a few days after a purchase or service.<\/li><li>Analyze the <em>feedback<\/em> received to improve processes and products.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"690\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-7.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29373\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>9. Visual and Textual Consistency<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Amazon&#8217;s emails are not spectacular, <em>we agree<\/em>, but they are consistent. Colors, typography, structure, and tone are maintained across all emails. This reinforces brand identity and builds trust. Often <em>less is more<\/em>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Use reusable templates (<em>in Acumbamail you can save and adapt designs<\/em>).<\/li><li>Define a visual and writing style and maintain it across all campaigns.<\/li><li>Ensure the email is accessible and looks good on all devices.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"859\" height=\"2000\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/08\/amazon-campanas-de-email-marketing-8.png\" alt=\"What Amazon Can Teach Us About Email Marketing Campaigns\" class=\"wp-image-29374\" \/><figcaption class=\"wp-element-caption\"><p>Source: Amazon Spain<\/p><\/figcaption><\/figure>\n<\/div><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>10. Automate Without Losing Control<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Amazon automates a lot, but <strong>reviews every step<\/strong>. Not everything is AI: there is a strategy behind every sequence.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong><em>What Can You Apply?<\/em><\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Automate processes, but measure and review results.<\/li><li>Don&#8217;t rely entirely on algorithms: always review data and adapt the strategy.<\/li><li>At Acumbamail, we offer clear and easy-to-interpret statistics to know what works and what to improve.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: -->\n<p><a href=\"https:\/\/giphy.com\/gifs\/mostexpensivest-viceland-most-expensivest-Rd6sn03ncIklmprvy6\">via GIPHY<\/a><\/p>\n<!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong><em>So<\/em>, you don&#8217;t need to be Amazon to do email marketing like Amazon<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><h4 class=\"wp-block-heading\">Amazon email marketing campaigns = data + strategy + well-used technology.<\/h4><!-- wp: -->\n\n<!-- \/wp: --><p>You too can apply their best practices adapted to your scale and needs.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><em>Does it seem too much?<\/em> Save this article and follow it in order, like a step-by-step guide. <em>One thing at a time<\/em>. Often the problem with marketing teams is that we love to set crazy goals when the best thing is &#8211;<em>clearly<\/em>&#8211; to define one or two lines of work to follow. <em>But to truly follow them.<\/em><\/p><!-- wp: -->\n\n<!-- \/wp: --><p><em>So<\/em>, start at the beginning:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ol class=\"wp-block-list\"><li>Review the email campaigns you send and their objectives. Start setting a clear goal for each campaign you send.<\/li><li>Personalization strategy.<\/li><li>Improvements in subject lines.<\/li><li>Post-sale emails.<\/li><li>Cart recovery emails.<\/li><li>Proactive recommendations with AI: see how you can incorporate this technology.<\/li><li>Transactional emails.<\/li><li>Listening campaigns.<\/li><li>Visual and textual consistency.<\/li><li>Automations.<\/li><\/ol><!-- wp: -->\n\n<!-- \/wp: --><p>One line of work at a time is more than enough and guarantees you will advance and offer improvements that &#8211;<em>of course<\/em>&#8211; you should measure.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><em>Need help?<\/em> \ud83d\udc47\u200b<\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>With Acumbamail, you have everything you need to personalize, automate, and optimize your campaigns:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Advanced segmentation<\/li><li>Code-free automations<\/li><li>Forms and surveys<\/li><li>AI editor for writing<\/li><li>A\/B tests to improve your subjects and content<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>Do it with Acumbamail. And start applying the best of Amazon\u2026 <em>without being Amazon<\/em>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Amazon, email marketing campaigns, and the best practices you can apply today to boost your results.<\/p>\n","protected":false},"author":7,"featured_media":29479,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1855],"tags":[],"class_list":["post-30096","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What Amazon Can Teach Us About Email Campaigns<\/title>\n<meta name=\"description\" content=\"Amazon email marketing campaigns and best practices you can apply today to boost engagement, conversions, and sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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