Why it matters

Amazon is an increasingly significant presence in the digital advertising space, which is largely dominated by Facebook and Google. Given that Amazon can connect ads directly to purchases at enormous scale, it occupies a unique position from a marketing perspective.


  • Marketers should analyze how they might gain “followers” on Amazon as they did on platforms like Facebook and Twitter, as building this audience could track directly through to revenue.
  • As Amazon adds various features allowing brands to add different types of content, there are opportunities to repurpose existing assets and create platform-specific material.
  • Rather than viewing Amazon solely as a transactional environment, brand custodians can explore using the ecommerce hub as a tool for generating loyalty.