Amazon’s new Retail Ad Service is bringing retail media networks available to everyone. The service lets retailers use Amazon’s powerful promoting technology to sell ads on their web sites.
This is an enormous step for the ecommerce and promoting giant which primarily focused on selling ads inside its ecosystem. The company is now directly competing with retail adtech leaders like Criteo, Epsilon and Koddi.
How it really works
Integrating Amazon’s technology into their web sites will let retailers:
- Sell ads to Amazon’s vast pool of advertisers.
- Utilize Amazon’s machine learning to deliver highly targeted and personalized ads to shoppers.
- Control ad placement and formats, ensuring the ads don’t disrupt the experience and look of internet sites.
- Get insights into ad performance and customer behavior via Amazon’s analytics tools.
This gives retailers — all the time operating on thin margins — new revenue streams by selling ad space to other brands. It also aids the customer experience by providing relevant and fascinating ads to shoppers, which could boost conversion rates. Finally, retailers don’t have to add the resources needed to do that on their very own, as Amazon is handling all the messy parts.
Early adopters and future outlook
Early adopters include iHerb, Weee!, and Oriental Trading Company, suggesting the company is targeting smaller and mid-sized retailers to start.
Dig deeper: Google Ads rolls out Brand Report for enhanced advertiser insights
While Amazon faces competition from established players, its strong brand recognition, vast advertiser base, and cutting-edge technology give it a big competitive advantage.
Amazon Retail Ad Service is probably going a big disruption in the retail adtech market. By offering retailers access to its powerful promoting platform, Amazon is poised to reshape how brands connect with consumers across the retail landscape. It might be a boon for advertisers, too. Not only can it provide access to new audiences, however it is one more push for standardizing measurement in retail media networks.
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