“Full funnel” has been the Amazon buzzword of the year — and it’s bleeding into how the e-commerce platform is pitching itself to potential advertisers.
For the last few years, the e-commerce giant has been slowly adding to its ad services flashier offerings more akin to traditional brand advertising. In addition to selling real estate in its search results to drive more people to buy, Amazon is getting into live programming and offering advertising opportunities that are focused more on broader awareness. With these new programs being launched, Amazon’s next hurdle is in getting more types of advertisers to understand how its advertising ecosystem works. Part of this endeavor involves changing the way brands as a whole understand usefulness of its campaigns — and how bigger brand ad buys can have a direct impact on product sales.
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