Amazon is a puzzle to even the savviest marketers. While for many brands it's a direct rival, it's also a place to sell products and buy ads. Friend or foe, CMOs need to bone up on Amazon.
"It's absolutely critical," says Christopher Apostle, exec VP and head of performance at Havas Media Group. "If you haven't had the opportunity to understand the Amazon marketplace, you need to."
This year, Amazon prioritized its advertising business, overhauling its platform to make its offerings easier to understand. The reorganized ad platform is now simply called Amazon Advertising, which encompasses marketing services, the media group and programmatic advertising.