Amazon sponsored Khloe Kardashian's over-the-top baby shower - and it reveals the e-commerce giant's latest ambitions for retail domination

Kate Taylor

Mar 13, 2018, 00:16 IST

Amazon sponsored Khloe Kardashian's over-the-top baby shower - and it reveals the e-commerce giant's latest ambitions for retail domination

Star Max/IPx/Associated Press

Khloe Kardashian's baby shower was sponsored by Amazon.

Khloe Kardashian threw an over-the-top baby shower over the weekend, sponsored by Amazon.
Amazon is dominating the online toys and baby product market.
Toys R Us' bankruptcy has created a new opportunity for Amazon - and Kardashian's visibility helps highlight the company's offerings for other expecting mothers.

Khloe Kardashian's baby shower had an unlikely touch - a sponsorship deal with Amazon.

Over the weekend, the reality star shared a number of photos from her baby shower on social media. Kardashian and her boyfriend, Tristan Thompson, are expecting a baby girl in late March or early April.

The over-the-top baby show was sponsored by Amazon, Kardashian said in an Instagram post on Sunday.

"Had the most unbelievable baby shower - we felt so much love!" Kardashian wrote in the caption of a photo with the hashtag "#ad."

Kardashian continued: "So grateful to be surrounded by a beautiful support system. And special thank you to @Amazon for helping me bring it all together! ... #AllOnAmazon#AmazonBabyRegistry."

Amazon has been making major investments in the toys and baby products market in recent years.

In 2016, Amazon dominated the online kids' market with $2.16 billion in online sales, according to data from Ecommercedb.com. For comparison, Walmart had nearly $1.3 billion in online sales, while Toys R Us reported $912 million during the same period.

With Toys R Us considering closing all 800 of its US locations, Amazon has an even bigger opportunity to dominate the toys and baby products market.

Khloe Kardashian and the rest of her famous family could be crucial allies in Amazon's plan to take over the industry. The Kardashian-Jenner clan dominates social media and reality television, creating endless opportunities for sponsored content.