Can Amazon be an advertising platform? Case studies from Universal Pictures, Huggies and UbiSoft

Geoffrey Precourt
Warc

"It is just Day One for advertising at Amazon.com," according to Lisa Utzschneider, VP/global advertising sales digital destination. But advertising could become a seriously lucrative business for the company.

In 16 years, Amazon has moved "so beyond retail," Utzschneider told an ad:tech San Francisco 2012 keynote audience. "We've expanded into 42 different categories and we're a global company."

It's become more than a shopping/shipping service. It's a place where people assemble. Where there are audiences, advertising is a natural enough consequence. And, as evidenced by three mini-case histories for Universal Pictures Huggies and UbiSoft that follow below, Amazon is serious about becoming an advertising destination.

Margit Wenmachers, the partner in the three-year-old Andreessen Horowitz venture capital firm (and home of Marc Andreessen, co-founder of Netscape), termed Amazon's move "from a dominantly retail platform" into the kind of hardware/software mix that could support a billion-dollar advertising business a "brilliant move".