Amazon grounds marketing courage in authenticity

Amazon, the ecommerce giant, seeks to drive authenticity by ensuring that the customer perspective feeds directly through to its advertising and marketing.

Amazon became the stuff of back-stories when it launched a spot – quietly labeled "New Amazon Prime Commercial 2016" – at the onset of that year's Black Friday retail frenzy.

The piece appeared just weeks after the Presidential election, a contest that included then-candidate Donald Trump calling for "a total and complete shutdown of Muslims entering the United States until our country's representatives can figure out wha