With the revamping of its advertising offer, now called Amazon Advertising, Amazon is moving fast within the adtech ecosystem, especially in the US. Currently third in the race, the e-commerce giant is now competing with the two dominant leaders of the market, Google and Facebook.
According to eMarketer, American advertisers alone spent a total of $4.61 Bn on Amazon Advertising in 2018, accounting for a 144.5% year-over-year increase. A success that is not about to stop: half of the US marketers in 2018 claimed that they would spend more on Amazon over the next year, and that the platform would have a more prominent place in their media plans (Source: RBC Capital Markets and Advertising Age, March 2018).
Yet, with a humble 4.6% market share, it is likely that Amazon won’t overcome Google and Facebook in the short term… Best bid wins!