Amazon continues to grow as a global brand and as an advertising powerhouse. Consumers have been using it to search for and purchase almost every product possible throughout the US, and more recently across other markets around the world.
As they have innovated, we have to keep in mind that their services have moved beyond ecommerce and have become dominant players in other areas through Amazon Prime, Amazon Kindle, AWS and Amazon Alexa, as well as the purchase of other innovative companies such as Audible and Twitch.
Over the past couple of years, Amazon has launched and scaled their DSP technology, as well as their wider marketing suite. When coupling their media buying technology with their data asset, it is easy to see how the popularity of their DSP for marketers can quickly rise to the top. In fact, in the US (where their data asset is the most scalable) Amazon now has over 10% market share, up nearly 3% points year on year. Their advertising business grew by 52% in the same period.
With COVID somewhat acting as a catalyst for a range of brands digitising and moving into the eComm space, the value of this data only strengthens.
If you are anything like us, you may have some questions around just how important this is for marketers in Australia. The numbers above are US numbers which can sometimes fail to translate into other markets.
We went straight to the source and asked them to talk to us about their media buying platforms. Given all their services are available here, this has allowed them to, over time, create an extremely scalable and valuable data asset with information on the vast majority of the population. As a publisher in Australia, they are actually now considered the 4th largest, behind only Google (incl YouTube), and Facebook.
We spent some time unpacking a few common misconceptions with their team –
At Bench, we have identified this value and have been busy integrating it into our media buying stack, and testing some executions for our customers. Bench platform users can now measure their Amazon ads alongside all other digital media activity. Check out our video showcasing the integration and reach out if you want a live demo.
Want to start measuring Amazon ads activity alongside the rest of your media channels? Get in touch with one of our team to schedule a demo.