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Amazon, the third-largest digital advertising platform after Alphabet and Meta, is expanding its advertising technology by allowing major retailers to run sponsored ads on their own websites. This move could significantly reshape the retail media landscape.
Retail Ad Service is a new service from Amazon that enables U.S. retailers to implement advanced advertising targeting and analytics tools on their platforms. This is another example of Amazon commercializing its internal technologies, such as AWS and Buy with Prime.
Features of the new service:
First adopters include:
Retailers now have the opportunity to use Amazon’s proven advertising technologies while retaining sales on their platforms. This opens new avenues for reaching relevant audiences in diverse retail environments. Moreover, the early adoption of the service by established brands demonstrates its potential to transform retail media.
By providing access to its advertising technology, Amazon not only helps retailers increase their revenue but also collects valuable data to improve its predictions and recommendations across the entire ecosystem.
By launching the Retail Ad Service, Amazon not only strengthens its position in digital advertising but also empowers retailers to boost their advertising revenue. This step is a significant milestone in expanding advertising capabilities beyond Amazon’s platform.
Using Amazon’s advanced technologies could be revolutionary for many retailers, enhancing ad relevance and campaign efficiency. However, success depends on proper targeting setup and data integration. Retailers should invest in team training or collaborate with experienced partners to maximize these opportunities.
The UAMASTER team is ready to help your business adapt to these new conditions and leverage Amazon Ads innovations to drive your revenue growth.
This article available in Ukrainian.
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