Trend #1: The focus is on selling brands, not products
Social media has changed dramatically in recent months. Social platforms now offer more shopping options and allow brands to sell their products directly through the social media app. If there's one thing Amazon lacks, it's interaction, inspiration, and storytelling—everything YouTube, Instagram, Facebook, and other channels have.
As a pure e-commerce platform, Amazon will allow sellers to embrace a more ecuador phone number data social and interactive offering. Of course, Amazon will remain primarily a selling and buying platform, giving it a significant advantage over social media platforms, which still need to convince consumers to shift from a more passive spectator role to a more action- and purchase-driven one. Nevertheless, it's time for Amazon to improve its advertising formats and ad visualization on the marketplace: more inspirational images, more lifestyle video and audio formats, and new interactive ads will keep advertisers busy in 2021. Initial steps in this direction include formats such as videos in Sponsored Brands and the new lifestyle ad format called Posts. Chatbots could also play an important role in collecting product reviews, but also in driving higher interaction rates between sellers and customers. New metrics will most likely follow this approach, as will new reporting options.
Trend #2: Adapting to new on-demand platforms
Podcasts and TV streaming services have grown in popularity over the past year. As demand continues to grow, advertising giants like Google and Amazon must begin adapting their advertising formats accordingly. Similar to Google, Amazon has already introduced audio ads and Fire TV ads , as well as over-the-top and outstream ads , which are increasingly being used to drive brand awareness and reach audiences in new ways. The likelihood of new advertising formats for these services is therefore very high.
Trend #3: Targeting is becoming more sophisticated
Amazon Attribution has opened up new possibilities. Traffic from other channels such as search engines, social media, video, display, and email is now visible, allowing advertisers to plan their cross-channel strategies in greater detail. It's very likely that Amazon will continue to expand its targeting strategies along with the emerging ad formats. Non-Amazon traffic sources will become more important as Amazon seeks to increase its presence across all possible channels. As a digital user, it will be almost impossible not to stumble upon products that lead directly to the Amazon empire.
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