By Shreya Jois, Partnerships Intern

Amazon’s influence and power has been unrivaled for years, but their newest move by no longer buying the top search spots in Google’s Shopping platform is a clear signal that Amazon is now making its full-fledged entrance into the digital advertising market. By making Google a competitor in terms of search and selling advertising, Amazon is not only showing their own data’s power, but also solidifying itself as a full rounded tech platform beyond just online retail.

This is definitely not the first time Google and Amazon have escalated their competition, but it will certainly not be the last. With everything from Amazon’s Alexa to Google’s newest shopping cart within their own native platform, the battle between who has the best data to sell to advertisers is clearly on the rise.

As of now, it is unclear how far this move by Amazon will challenge the well-established digital advertising duopoly between Facebook and Google. However, what is extremely clear is that Amazon is looking to expand its horizons well beyond what it already has in its e-commerce, retail market. Including their move to end their distribution partnerships with UPS and FedEx, Amazon is moving to be a tech giant in every channel that it can get its hands on, including digital advertising.

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