Amazon asked some advertisers to increase spend on Prime Day by at least 100 percent
"Brands which over-invest in ad spend during Prime Day tend to sit in the electronic & computing and beauty & personal care categories, where they typically achieve between a 50% and 60% sales uplift during this time," Ellison added.
Jim Cridlin, global head of innovation at media agency Mindshare, noted that Amazon will boost the visibility of advertisers who spend more on the platform — and those who push people to its deals on Amazon via advertising elsewhere.
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