Fifty-five percent of product searches in the U.S. originate in Amazon. This attacks Google right at its heart. This is not only the engine of the future, but of the present.
Amazon is ready to dethrone the digital duopoly of Facebook and Google. In a few years you won’t be hearing of Macy’s Thanksgiving Parade, it will be Amazon’s Thanksgiving Parade on the Amazon broadcasting network.
In recent years, the world’s largest consumer packaged goods companies have felt Amazon’s pinch through its massive e-commerce business services like Amazon Prime, which hit 90 million U.S. members late this year. Their Alexa has continued to establish its foothold as a leading AI technology, considerably boosting the market share of Amazon’s own products to be more competitive with legacy brands.
In June, Amazon rolled out Advertiser Audiences, a self-serve platform that allows for segmentation and targeting using its first-party user data. It’s also reported to be testing premium product pages at $500,000 a pop with features like wide-screen videos and interactive multimedia displays as a direct strike at the type of content Google’s YouTube thrives on.
These developments are changing how marketers will spend their money online in ways that will only become more significant heading into this new year.