Brands struggle to compete with Amazon on its own turf

It’s perhaps no surprise that Amazon is its own best customer when it comes to advertising on its site, often promoting its own products in top positions. But this has led to frustration among rival brands who have found themselves trying to compete against Amazon for marketing space on its own properties, according to advertisers.Advertisers say that in some cases Amazon has a home-field advantage with rules that favor its products on special shopping days, especially on marquee days like Prime Day, the summer deals bonanza that the company invented, or more traditional commercial events like Cyber Monday.”Prime Day and the holidays are good ways for Amazon to sell Amazon things,” says one digital ad executive, speaking on condition of anonymity. “They’re not necessarily great times to sell non-Amazon products. Amazon is not in it for your brand, they’re in it for themselves.”
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Source: Ad Age – News