Amazon, much more than a Marketplace

For many users, Amazon is just an ecommerce site where they can find all kinds of products. However, Bezos' prodigal son has grown and spread its tentacles far and wide across the digital realm.

 Today its market capitalisation is 1.03 trillion euros and it employs 1.6 million people.

Its offer contains the sale and delivery of all kinds of objects to the doorstep, shows millions of daily video streams, taking on Netflix itself, which by the way it serves through AWS, the largest provider of cloud computing services and currently the company's most profitable business.

The list of Amazon-dependent companies continues with Twitch, the US platform that allows live streaming, (an area in which it competes with Youtube) and Alexa, an Amazon subsidiary that provided commercial web traffic data and analytics and whose brand name turned out to be the virtual assistant used by Amazon's smart speaker, the Echo.  

In addition to its online sales and global logistics business, which includes its own supermarket called Amazon Fresh, it owns physical shops such as Whole Foods and offers entertainment alternatives such as Amazon Gaming or Amazon Music. Not to mention Kuiper, its space project.

‍

And of course... It knows you and uses your data to sell.

Amazon has been cataloguing behaviour and establishing buyer patterns for decades and has become one of the leaders in optimisation and clustering, standing up to Google itself.

The company has made a commitment to advertising through its own DSP, with which brands can take advantage of all the data collected over the years.

With purchase data collected within the marketplace itself, advertisers can impact users who are very close to making a purchase in specific categories or target profiles that have shown search, browsing and purchase behaviours that have been collected over a year.

 Amazon DSP also enables audience or campaign tracking through the installation of its pixels on advertisers' websites to collect even more behavioural and purchase data.

If we as consumers take a closer look at how we consume all kinds of products, we can discover that Amazon receives daily feedback from our actions. Whether we do this analysis as sellers within Amazon or as advertisers, the opportunities for growth are exponential.

Information is power, and Amazon is information.

‍