Amazon’s Advertising Business Explodes
Is there anything Amazon cannot do?
In its second quarter earnings announcement, Amazon reported another stellar performance, with earnings that far exceeded analysts’ projections. Its growth was uniformly strong across its businesses, ranging from its cloud computing operation, Amazon Web Services, to its core retail store.
The most intriguing aspect of Amazon’s growth is the way its advertising arm is faring. As Reuters reported, “Highly profitable ad sales were a bright spot last quarter. The company said revenue from the category and some other items grew 132 percent to $2.2 billion. Analysts were expecting $2.1 billion, according to Thomson Reuters I/B/E/S.”
The company has now been profitable for three straight years. And although online advertising is not the biggest reason for that profitability, it’s becoming crucial to the company’s future, as Amazon continues to look for ways to counterbalance eroding margins from retail. What’s more, advertising growth means Amazon threatens Google and Facebook, with Facebook’s stock being battered in recent days as its advertising business faces a downturn. The Wall Street Journal sums up Amazon’s advertising growth as follows:
Amazon’s advantage is that it can tell advertisers when a consumer bought a product, showing an ad’s effectiveness. Amazon also is attracting spending that would have traditionally taken place in brick-and-mortar stores to ensure good shelf placement.
“Stepping back, it’s now a multibillion-dollar business for us,” Mr. Olsavsky said.
The hundreds of thousands of customers buying up ads include merchants and brands selling on the site, as well as authors and other advertisers who want to reach Amazon customers. The company is going to keep working on automating more of the process and inventing new products, too.
As we have noted on our blog, Amazon is growing its advertising services the way Google has always done: by offering tools that make it easier to rely on Amazon as an advertiser. For instance, Amazon’s Marketing Services and Advertising Platform products offer options ranging from Sponsored Products (a keyword-based campaign promoting a single product) to Amazon Managed Service (Amazon manages display ads on an advertiser’s behalf). These products make it possible to capitalize on Amazon’s increasing popularity as a search platform.
Amazon is building a strong advertising ecosystem that is now extending beyond its core website. As Amazon develops more advertising products, the company will continue to threaten Facebook and Google. Our advice to clients: pay attention to Amazon’s growth and begin to experiment with Amazon advertising if you have not done so already. Get smart on the platform. For more insight, contact True Interactive. We’re here to help.