The stage is set for Amazon but is building an ad business a big enough priority?
Google has rapidly pursued Amazon with its Home and Mini products enjoys a decade lead on Amazon in terms of understanding how to build an ad business and engage with brands and agencies.
So the big question is; can the pivot to voice provide the foundation for Amazon to beat Google at their own game, much like Apple beat Microsoft and Nokia in the race from feature phone to smartphone? Will Google’s expertise and focus on being an ad business give it the advantage or does the end-to-end marketplace and commerce proposition that Amazon has, favour them?
So Amazon is already on track to become the third largest scaled digital ad platform, but could it trouble Google and Facebook further? As marketing continues its direction of travel towards being a more data driven, and systematic discipline focused on outcomes, Amazon is arguably best placed.