Without much fanfare, Amazon has managed to build a billion-dollar advertising business.
That’s not so surprising when one considers that, depending on who you ask, roughly 50% of consumers in the US start a product search on the company’s site or in its mobile app, and many more consult Amazon before finalizing a purchasing decision.
Because Amazon plays such a huge role in the shopping lives of consumers, even companies that still move most of their product through other channels, such as L’Oréal, and brands that have tried to avoid Amazon’s pull, such as Nike, are increasingly finding that they have little choice but to work with the ecommerce behemoth in some way.
