Opinion is divided over the news of Amazon launching its advertising services in Australia, with some saying it will make little impact, and others saying that Amazon will not only take a large place in the sales funnel, they will be the entire funnel.
While Amazon’s general Australian launch in 2017 fizzled due to non-competitive pricing, and last year's Prime Day was arguably a fail, with the launch of Amazon Advertising, Amazon has the potential to be one of the biggest advertising and sales players in Australia, if not the biggest. Currently, it is the third-largest digital ad player in the US market, behind Google and Facebook.
Amazon Advertising is aimed at giving businesses a new advertising campaign channel and deliver relevant messages to customers on and off Amazon, throughout the customer journey. On offer upon launch are display and video ads across Amazon apps, devices and brands, as well as placement off Amazon, along with an Amazon DSP, which uses exclusive Amazon data to reach the ideal audience on and off Amazon.
Brands, whether they sell products on Amazon or not, will be able to programmatically reach audiences across Amazon-owned sites and apps, and other leading publishers’ sites through direct inventory from Amazon Publisher Services and third-party exchanges. The online giant said it will also use various solutions, from manual site reviews to real-time bid evaluation, to uphold quality standards and brand safety.