Following Apple’s privacy change, Amazon is luring advertisers from Facebook


Amazon’s website foray into digital advertising has come chiefly at the expense of market leader Google, as buyers frequently skip the search engine and go straight to Amazon website to find things. Now, the world’s largest online retailer is attempting to entice Facebook advertising as well.
For years, Facebook, the second-largest digital ad seller in the United States, was primarily immune to such intrusions because social networking sites were seen as separate from the search advertising that dominated Amazon and Alphabet’s Google. Then, in June, Apple made modifications to iPhone privacy settings that made Facebook advertising less effective.
As a result, several businesses are looking for alternatives to advertising on Facebook and its Instagram unit. Amazon was an easy pick, with an estimated 153 million USPrime users. The shift from Facebook to Amazon is still in its early stages, and it’s impossible to say how broad or long-lasting it will be. Many brands are also hesitant to sell on Amazon because they are concerned about losing contact with their customers.
However, according to Belardi Wong, a New York marketing agency with 300 clients, including furniture company Blue Dot and fashion retailer Bombas, more than 40% of its roster reported a drop in the efficacy of their Facebook advertising in June prompting them to look for other possibilities. Amazon declined to respond through a spokesperson.


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