MRKT20052, Term 1: Analysis of Amazon Advertising Service in Australia

This report analyzes an article discussing Amazon's launch of advertising services in Australia. The analysis identifies key issues such as Amazon's growing market share, its competitive advantage by integrating commerce and media, and its potential impact on stakeholders including customers, employees, suppliers, regulatory authorities, communities, and capital providers. The report highlights Amazon's ability to offer targeted advertising based on customer shopping habits, posing a challenge to competitors like Facebook and Google. The paper also examines the implications from a marketing perspective, including the phases of consumer marketing (awareness and interest) and how Amazon operates within these phases. The report references eMarketer data projecting significant growth for Amazon's advertising business and provides a detailed overview of the competitive landscape in the digital advertising market. The analysis also focuses on the advantages Amazon has over competitors, particularly the integration of conversion, attribution, and search on a single platform, making it a strong contender in the digital advertising space.