Amazon has one of the perfect data mixes - like Google, it has all the infrastructure for true intent based advertising (sponsored listings on result pages, bas

Amazon has one of the perfect data mixes - like Google, it has all the infrastructure for true intent based advertising (sponsored listings on result pages, based on specific searches or product info), as well as comprehensive end-to-end customer journey information for your more passive advertising as well. The latter will probably earn them decent scratch, even if it's perhaps not long-term sustainable with data issues and adblocking (Facebook can work for passive advertising because the user intent is snacks of procrastination, passive ads can be snacks of procrastination too if done well, though will always be low rent). The former though, now they're in pretty much every vertical, is where the winning happens. As in the article, even if companies don't sell through Amazon, there'll still be an Amazon Tax if they want to get into the search results like with AdWords. I wouldn't be at all surprised to see Amazon leapfrog Facebook, once their attribution pixel gets some traction in the wild.