If a consumer drives a Nissan but is searching for a new vehicle from a different brand, Amazon can send aggregate audience data to Nissan to help it retain its customer.
“That might be a way for Nissan to look at a customer in a way they haven’t particularly thought of with Amazon,” Dallaire said.
On the flip side, Amazon can share with CPG companies consumer reviews of low-consideration products like toilet paper to help them better market on the platform. Angel Soft toilet paper, for example, has more than 5,000 customer reviews on Amazon that can be valuable to parent company Georgia Pacific.
“There’s a lot of marketing lessons we can take from that that Georgia-Pacific can use to market and introduce new products,” Dallaire said.
And since most searches on Amazon aren’t brand-specific, there’s an opportunity for brands to pay their way to the top of the query list.
Dallaire calls this strategy ecommerce marketing, a capability that many agencies are trying to build. Boutique shops are popping up solely for the purpose of helping clients better market on Amazon.
With Amazon’s Echo, search extends beyond the toolbar and into voice activation, opening more opportunities for Amazon to serve as a branding platform for advertisers.
Amazon worked with Campbell’s Soup, for example, to create a “branded skill” (on Echo, Amazon refers to apps as “skills”) with a recipe search and discovery function through Alexa.
“Not many agencies have developers that specialize in that work,” Dallaire said. “I anticipate we’ll be working with them [more] on skill development.”