IP Research Analysis
Published April 19, 2023
Amazon Advertising: Decoupling from GMV
inpractise.com/articles/amazon-advertising-
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Historically, advertising revenue generated by online marketplaces typically plateaus at ~5% of GMV. This analysis explains the mechanics of Amazon’s advertising business, breaking down endemic vs non-endemic advertising, AMZN's positioning in a cookieless world, and why ad revenue will decouple from GMV.
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