Although Amazon and eBay are retail marketplace giants, the companies supply data and sell media placements in very different ways. These differences, reflected in their respective digital go-to-market strategies, trace back to each company’s origin. EBay’s roots in auction-based, consumer-to-consumer (C2C) business give marketers and advertisers a much different value proposition than Amazon’s original B2C play.
The Data Difference
Both Amazon and eBay have programmatic offerings in their ad sales businesses. EBay has its buy-side eBay Audience Platform whereas Amazon has a demand-side offering, Amazon Advertising Platform. But the two companies supply different levels of intent data.
For instance, eBay is more flexible than Amazon about opening its own data for audience targeting purposes and for making it available in standalone data sets.
“EBay is very transparent about buying data or standardized ad units with targeting while Amazon is more about buying the ‘consumer’ and letting them dictate where that inventory is actually being bought at,” said Jim Barkow, GM of media at ecommerce and media network Bazaarvoice. (Bazaarvoice competes with eBay and Amazon.)