More than half of brand professionals (55%) said in Q3 2023 that they put at least a very small portion of their marketing budgets toward Amazon, up significantly from 15% in Q1. And 60% of brand and retailer pros said in Q4 2023 that Amazon will grow more important to their marketing plans during the holidays, a big jump from the 39% who said the same in Q4 last year.
This makes Amazon an incredibly versatile holiday marketing tool, allowing brands to target customers both at the upper level of the buying funnel while they are discovering items and also lower in the funnel as they actually make their purchases, according to Digiday's recent report on holiday marketing and commerce strategies.
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