Indians have always won laurels in US spelling bee contests. Jairam Jagadeesh Hathwar, 13, and Nihar Saireddy Janga, 11, were declared co-champions of the Scripps National Spelling Bee this year. Jeff Bezo’s Amazon was quick to capitalize and started featuring spelling bee champs on Amazon ads. I would say a brilliant move to associate Amazon Kindle (Joy of Reading) with spelling bee contest. It would be a tad odd to even think of Barnes and Noble and iBooks(Apple) aligned with the contest. For all those voracious readers and bookworms, associating reading with Kindle comes naturally. Reading adds to vocabulary so Amazon has been smart enough to cash on the event by promoting champs in their ads.
In India Crossword and other book stores might take a cue and who knows you may have an Indianised Spelling Bee Contest powered by Crossword. What you may not like to visualize is Ashutosh , renowned AAP leader, known for his vocabulary on the judge panel.