isn't a tangible product, it lives in the digital world. Even if you know what it is, the touch and feel of a real book 'can't be beaten'. Audible will position themselves in the real world by listing their audiobooks by emotion, and prescribing them to your needs.  

A pharmacy pop up will 'prescribe' the audio books based on the feelings that is being told in the story. 

With a prescription hand out that explains how each audiobook should be listened to.

Redesigning book covers to imitate medicine packaging.

Targeting self help websites to catch people diagnosing illnesses they probably don't have. 

And creating an Audible branded 'book club' where users can discuss the book, and the emotions that come with it.