Amazon India is all set to become an upcoming platform for brands to display their advertisements.
It will join the ranks of Google and Facebook by allowing external brands to advertise on its website homepage and app.
The e-commerce giant rolled out its ‘click-out’ campaign, to attract brands to venture into this new possibility as the company has one of the largest user bases along with the understanding of customer intent to drive high-quality leads for brands.
Previously, advertisements on Amazon were restricted to sellers and brands that sell products on its platform to run paid promotions for their listings.
Amazon has already garnered a few clients like Citibank and Maruti Suzuki, but the festive season brings additional opportunity to rope in bigger brands for advertising.
In terms of cost-per-click benchmarks, Amazon’s click-out campaign is a little more expensive than Google’s and Facebook’s digital ad products, but is cheaper than LinkedIn’s, analysts said.
Amazon might have an upper hand over Google and Facebook with higher understanding of their customers’ commercial intent as well as the sheer scale of the company.
Amazon India isn’t the only Indian e-commerce player looking to gain footing in the large digital advertising market. Walmart-owned Flipkart has entered into a partnership with video-streaming platform Hotstar to help target consumers with more relevant ads on the latter’s platform.