A nugget from Julie Creswell:
“For some brands, the increased spending [on ads on Amazon] is most likely directly linked to increased competition on Amazon’s platform from Amazon itself. As Amazon introduces more of its own private-label goods, many companies are expanding their advertising spending to raise the visibility of their products.
“On a recent afternoon, a consumer who typed ‘cereal’ into the search bar of Amazon’s browser would first see an ad for JoyBol, followed by similar ads for General Mills’ Corn Chex and Cinnamon Toast Crunch. But just below those ads, in a box labeled “Top Rated From Our Brands,” a number of cereals from 365 Everyday Value were featured. That is the private label of the grocer Whole Foods, which Amazon acquired in 2017.
