People love a bargain. And while Amazon obviously knew this when offering Lady Gaga’s new album for just 99¢ earlier this week, it just didn’t get how popular the offer would be - with the weight of downloads “melting some servers” as a result.
Yes, Monday’s offer was less than a flawless experience for many Amazon customers and they let the company know their annoyance by leaving some less-than-complimentary comments and reviews. Amazon has now however decided to repeat the experiment, for one day only, but says it has girded its loins, ready for another onslaught of downloads. "Clearly customers are really excited for Lady Gaga's new album - we saw extraordinary response to Monday's promotion - far above what we expected - she definitely melted some servers," said Craig Pape, director of music for Amazon. "So we're doing it again, and this time we're ready. We're pleased to offer 'Born This Way' - the whole album - for $0.99 today only. Along with this purchase, customers get 20GB of free Amazon Cloud Drive storage so they can store and play their music anywhere. If you missed it the first time, don't miss it today."
When downloads were delayed on Monday, customers gave the album a one-star rating, due to the technical difficulties rather than the quality of the music. The promotion was an also an attempt for Amazon to highlight its Cloud Drive music storage locker which allows users store their music in the cloud and access it from a range of devices where ever they are. However if technical difficulties like those suffered on Monday are repeated, then we can see a lot of music lovers giving it a wide birth. Cloud Drive is currently only available in the US with no indication from Amazon when, or indeed if, it will be rolled out in other regions. The Born This Way album is available in the UK Amazon MP3 store for £3.99 or 89p per track.
The thought of getting Lady Gaga’s album for just 99¢ is obviously going to appeal to many – though for some it will still seem over priced. For now, let’s hope that Amazon’s servers have this time been fortified sufficiently to withstand another barrage of downloads.