Amazon's sheer audience size and their readiness to purchase positions this new platform very differently than Facebook and Google. Ad dollars are being directed to people who are already at the bottom of the funnel, making their impact and efficacy that much more powerful.
Amazon's data on its customers includes not only their shopping searches and carts, but streaming services that combine to form a more robust customer profile. Knowing what customers are about to buy, what their preferred TV shows are, allows for incredibly targeted, and assumedly, effective, advertising.
Of course, Amazon is taking it one step further, and analyzing its influence on purchases made off the Amazon platform. They see themselves akin to billboard advertising, as people are on their platform so much, the effects of an advertisement seen on Amazon is no different than driving by a highway billboard.
Amazon has been very careful with their advertising up until now, not wanting to scare their customers. Time will tell how increased advertising will affect consumer behavior on the platform.
https://www.businessoffashion.com/articles/news-analysis/amazons-ad-business-to-challenge-google?utm_source=Subscribers&utm_campaign=f2b860ce63-5-technologies-transforming-retail-dries-van-noten&utm_medium=email&utm_term=0_d2191372b3-f2b860ce63-419948377
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