As a giant in online retail, Amazon has emerged as the status quo for online marketing strategy: other retailers are copying their “uniform set of standards”, which includes an emphasis on upper-funnel growth and a sophisticated use of cost-per-click (CPC) ads.

Why it matters

Not only are retailers using Amazon’s strategy as a model – they’re even adopting the same vocabulary, acccording to Adam Epstein, Co-President of eCommerce service provider Perpetua, speaking in a presentation at the Cannes Lions International Festival of Creativity 2022. Understanding the retail giant’s approach to e-commerce is essential to predicting the next trends in online...