As always with useful commentary at the link.
Will Amazon conquer digital advertising platforms next? By Kiri Masters in Retailwire
Brands and retailers are shifting major advertising budgets to the Amazon platform at the expense of incumbents like Google and Facebook. Relative to other advertising channels, brands can reach customers at a low cost via Amazon, and the path to purchase is very short. Gold Eagle Company, an automotive aftermarket manufacturer, sees a $5 return on every $1 spent on Amazon Sponsored Products compared to a break-even result with Google Adwords.
One equity analyst predicts Amazon will quadruple its advertising revenue by 2020. This would take Amazon’s estimated share of the digital advertising industry spend from around 3.5 percent in 2016 to over 10 percent by 2020 based on eMarketer estimates. .... "
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