Behind the Numbers: an EMARKETER Podcast Amazon’s ‘Buy for Me’ and Smart CTV Ads Could Drive Growth — If Tariffs Don’t Get in the Way | Behind the Numbers
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May 23, 2025 Rachel Wolff, a Retail Analyst at EMARKETER, joins the discussion to unveil Amazon's new 'Buy for Me' feature and its potential to enhance customer engagement. The team dives into innovative CTV ads that may drive growth amidst turbulent market conditions. They also shed light on how current tariffs could impact Amazon's advertising budgets and pricing strategies. With insights into Amazon’s use of AI and future revenue projections, this conversation explores the intersection of retail, advertising, and economic challenges.
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Amazon's Advertising Growth & CTV Ads
- Amazon's advertising business is growing strongly, now approaching 10% of its overall revenue.
- New CTV ad formats aim to integrate ads seamlessly with shopping, expanding Amazon's commerce ecosystem.
Amazon's 'Buy For Me' Feature
- Amazon is testing 'Buy For Me', letting customers buy products from brand sites via an AI assistant.
- This feature emphasizes Amazon's goal to be a one-stop shopping platform, adding convenience and data capture.
Tariffs Pose Risks to Amazon
- Tariffs on China threaten Amazon's product costs and seller advertising budgets.
- This may reduce consumer spending and impact advertising revenue growth on Amazon's platform.