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WPP has asked its partner brands to treat Amazon as a media channel, else they'll be obsolete. They have entered into an agreement that will offer brands creative, data and media services across the entire Amazon shopping ecosystem. The new offering will include:

1. Media planning and optimization on Amazon integrated across a client’s broader media investments.
2. E-commerce services synchronized with a client’s Amazon media investments, including channel strategy, assortment optimization, content development and optimization, and shelf management.
3. Innovation services focused on building new brand experiences within the Amazon ecosystem, such as Alexa and Dash Buttons.

All these make us question: Is Amazon a media channel? Should we treat it as another marketing tool?

Food for thought!