Bolstering Amazon’s retail media dominance

Brand+ pushes Amazon further ahead of competitors in the retail media space, noted Mike Feldman, senior vice president and global head of retail media at VaynerMedia. He said that it’s a compelling play as Amazon aims to convince more clients to use Amazon DSP as their primary DSP over alternatives like Google or The Trade Desk.

“Amazon has more data and is using it more effectively than everyone else,” he said.

While the new tool will likely help ecommerce-first advertisers identify new or specific audiences more efficiently, Feldman said it also creates an opportunity for advertisers that don’t sell direct-to-consumer online or via Amazon. Because it allows brands to target ads based on such a wide range of data, non-endemic advertisers like automakers and finance companies are also likely to benefit.

“The more that you plug into Amazon’s [retail media business], the more effective that’s going to be, because they just have such a ridiculous amount of data,” Feldman said. “To think any brand can do it on their own, or couldn’t do it better with Amazon, seems really short-sighted.”