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Amazon is uniting its advertising business on a single platform, regardless of whether advertisers seek to sell their products directly to Amazon or directly to shoppers as third-party sellers. The consolidation is meant to give advertisers a more streamlined experience on the platform, to automate the process and to eventually offer the same features to first- and third-party sellers, especially when it comes to metrics. The move may also forecast greater centralization for all Amazon services, from branding to merchandising and advertising—the latter of which is Amazon’s fastest-growing vertical.

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