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Amazon seeking UK media and creative agency partners to help enrich e-commerce advertising proposition

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By Jessica Davies | News Editor

March 26, 2015 | 4 min read

Amazon is on the hunt for UK agency partners that can help it drive forward its e-commerce advertising proposition, and embed creativity and relevancy deeper into its customer experience.

Dan Wright

The e-tail giant launched a ‘Trusted Creative Partner Program’ in the US in December 2014, signing up six US agencies to help it deliver creative executions for its Amazon Fire tablets and e-commerce ad units.

Now it is looking specifically to engage with UK creative agencies as well as media agencies, to “invent and innovate on behalf of the customer”, according to Amazon Media Group Europe director Dan Wright.

Speaking to The Drum at Advertising Week Europe, Wright said the company is a “customer obsessed” business, and continuously challenges itself to anticipate their needs and iterate its products accordingly.

“For us inventing on behalf of customers is critical and maintaining the customer experience is critical. It’s about how can we push ourselves to think of something that has more value for the customer all the time. And there are a lot of agencies that can help us with that – great creative minds that we want to partner with us to invent on behalf of the customer,” he said.

This will also involve working with creative agencies to ensure they have a deeper understanding of how to measure success on Amazon. “There are certain capabilities it’s important to educate agencies about – for example how to develop creative for Kindle Fire – how do we do that and what is the framework in which we design things, and which fits with the consumer experience but is rich creatively. So we want to help them understand how to create really great experiences in the context of the Amazon ecosystem,” he added.

Meanwhile Amazon is also looking to secure more media agency partners to help establish “centres of excellence” for e-commerce advertising, according to Wright. “We are working with media agencies in a number of areas but we are looking for partners in how to look for solutions in how to create best practice or a centre of excellence for e-commerce advertising.

“…I’m here [in London] talking with a lot of agency partners about how to get smarter about e-commerce."

Amazon can already deliver ads across different websites and exchanges on behalf of advertisers programmatically. Wright said the analytics it can use for this help it build context around customer needs and how they respond to ads.

“We can see how consumers respond to the ad which is very helpful, for example it will show where they are in the funnel – are they considering a purchase or researching products – what is important to them in context to the campaign. With e-commerce advertising you get view the full funnel and we can share that with partners,” he added.

This is also crucial in its ability to anticipate customer needs, according to Wright. “When we talk about inventing on behalf of customers, it’s not the customers’ job to invent or tell us what they want, it’s our job to anticipate what they want and need. It doesn’t have to be flashy, [it] can be having a one click buy on a website, that makes it easy for them to buy in a trusted way. Or it can be as bold as a Kindle product ‘- there are lots of ways along the spectrum where we seek to invent on their behalf."

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