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Amazon launched Amazon Advertising, replacing Amazon Marketing Services, though the products and services offered remain the same. The rebrand emerges at a time when Amazon’s advertising business is growing and ads are becoming more prevalent to the shopping experience. For example, sponsored product ads, featured on the ecommerce platform since 2012, are now inundating search result pages to the extent that shoppers sometimes need to scroll the length of an entire screen just to discover products from non-Amazon brands that are not paying for ads. Companies spent 165% more on these sponsored product ads in Q2 2018 than a year prior, and as more consumers turn to Amazon to begin their product searches, they will wield a massive influence on which products and brands receive visibility, and which do not.

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