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Marketers scramble to tailor strategies for Amazon

Online retailer is encouraging companies to buy more ads through its own media group

Sapna Maheshwari | NYT 

Amazon’s rapidly expanding influence on a wide portion of the American public has become impossible to ignore — and it is giving rise to a whole new side of the advertising industry. As more people live large portions of their lives in Amazon’s ecosystem, ad agencies are increasingly offering specialised services to help brands take full advantage of the company’s universe.That means adding flourishes like recipes and magazine-style images to product pages, coming up with creative ways to get customers to post reviews on Amazon and plotting how companies can ...

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First Published: Tue, August 01 2017. 22:51 IST