Sign of what’s to come: Amazon is benefiting from the holiday ad rush

Consumers aren’t the only ones getting caught up in the Christmas rush on Amazon. Brands are also spending more on the site during the holidays.

Agencies Possible, Kenshoo and Crealytics have all seen a rise in media spend going to Amazon Marketing Services, the self-serve pay-per-click performance marketing arm of the retailer, in December. As Stéphane Bérubé, L’Oréal’s CMO for Western Europe, explained: “Amazon was a retailer but is now also a platform.”

Amazon has stoked...

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