Multiple buyers that ADWEEK spoke with agreed that that’s what sets Amazon apart as an ad partner. Whether you’re selling life insurance or you’re selling yogurt, Amazon has your audiences, one buyer summarized.

Tapping into existing franchises

But despite its reach, Amazon is still making some strategic plays in content, noted Jordan Sagisi, senior director of Amazon commerce at Mars United Commerce.

“They are leaning heavily into franchises that already have a fan base,” Sagisi said, listing off the Jack Reacher and Alex Cross books, Marvel, Fallout, Tomb Raider and Lord of the Rings. “It’s a pretty smart play … fans of a creator or content series are much more likely to purchase products from content sponsors so they can show their appreciation to those brands for supporting and helping to maintain their favorite content.”

Still, the lack of technical detail bothered some buyers, who wanted more information about how the measurement pieces connect back to Amazon’s different properties.

“The upfront presentation would have been a great opportunity to showcase their plans to connect content and commerce together, something incredibly unique to Amazon,” Kersey said. “Agencies and brands are focused on driving positive business results—we want to see how an omnichannel ecosystem can deliver on this.”