The questions Amazon doesn't want marketers to ask

"Amazon is the channel, the media publisher and the retail platform, which creates an opaque environment where brands need to make strategic decisions."

As point of sale advertising becomes the next digital frontier for influencing purchase decisions, Amazon is poised to become the most credible threat to the Facebook-Google duopoly, and it is a platform where the digital media expertise marketers have honed will fall short. While there is always a learning curve for marketers looking to participate effectively on a new platform, this time there's a twist They will need new skill sets and enhanced technology stacks to win.

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