Amazon has partnered with South Korean girl group LE SSERAFIM for a new line of merch for its 2025 LE SSERAFIM TOUR ‘EASY CRAZY HOT’ tour, kicking off on Wednesday (Sept. 3) in Newark, New Jersey. As part of the partnership, fans can buy exclusive merch items both ahead of time at the group’s web store or at the venue’s merch booths, and at pop-up shops in Culver City, Calif. on Sept. 11 and in Seattle on Sept. 16, while Amazon Music users will get exclusive perks and be able to skip the lines at the venues.
“We’re transforming the artist merchandise experience through our close collaboration with LE SSERAFIM,” Julia Heiser, head of Amazon Music Live Merch, said in a statement. “Live shows bring together the most passionate fans to celebrate their favorite artists, and we’re dedicated to enhancing these moments with seamless shopping experiences. From online storefronts with fast and free shipping for Prime members, to immersive Just Walk Out tech-enabled pop-up events and in-venue priority lanes, we’re crafting innovative ways for fans to connect with their favorite artists through merchandise while creating unforgettable memories.”
This partnership is Amazon’s latest foray into the artist mercy space, following a slew of high-profile collaborations with artists such as Beyoncé, Justin Bieber, Megan Thee Stallion and many, many more. It also utilizes Amazon’s Just Walk Out checkout service — which is pretty self-explanatory to think about, but essentially serves to streamline the checkout process — and its commitment to in-venue merch innovations, trying to make the IRL experience smoother for fans.
Amazon Music x LE SSERAFIM
Courtesy of Amazon Music
Amazon’s merch push kicked off in earnest in 2021 with an Amazon Music in-app integration and exclusive collections; most recently, the company partnered with BandsInTown to broaden its availability.
The LE SSERAFIM collab will include a slew of exclusives, from t-shirts to hoodies, bags, duffels, collectible card sets and official light sticks, among other things; the pop-up events will also have location-specific exclusives for fans who show out in person. This partnership covers the North American run of the tour, which includes eight stops, seven in the U.S. and a final one on Sept. 23 in Mexico City.
“We’re delighted to collaborate with Amazon Music on our North American tour! We’re especially excited to share the special merchandise and pop-up store with fans,” LE SSERAFIM said in a statement. “To all Amazon Music listeners, we hope you enjoy our music, and we’re grateful for your support!”
