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Open that Advertising Kimono Amazon!
For a while now Amazon Advertising has had a beta for AAP for select partners. This program allows a more self-serve model to test out their retargeting features.
It appears they are expanding enrollments into this program via their latest beta program. I know Amazon has run retargeting ads for quite some time with or without a budget from brands. However, it appears they want to start sharing some of that spend burden.
Three big themes here:
1) As they battle with FB and Google for Ad Share, it appears his is their way of allowing brands to follow that customer beyond Amazon, and multiple devices.
2) First party features continue to roll out to third-party sellers.
3) Amazon stopped advertising via Product Listings ads on Google this month (May 2018). However, they are still bidding heavily for adwords placements above the organic search results. Is there a possibility, at some point, Amazon will also want to put the adwords spend burden on the seller?