Amazon is making tremendous changes to the way you can advertise with them, one including a self-service option. Advertisers are now able to use a self-service platform for campaigns instead of going through Amazon’s managed service. This has been tested and currently only open to certain brands. Newer advancements to their platform will be coming based on feedback from current users and branding changes.
What this means for marketers: Although this is still new for Amazon, the company will continue to update their capabilities and tools so that in the end, the self-service option will be available to all brands and agencies. This will allow clients to more efficiently advertise not only on Amazon.com but also additional platforms such as IMDb and other apps and sites through exchanges. This self-service platform is similar to the other Demand Side Platforms (DSPs) used by Harmelin’s DeskOne team, where they can customize and build audience segments for specific campaigns based on data from Amazon. Amazon’s first-party data is extremely valuable. Harmelin is currently working with Amazon on a managed service basis, but is evaluating Amazon’s new self-service offering on behalf of our clients.