Amazon’s private label brands have become category powerhouses, and the commerce giant makes competing against them a major challenge.
For instance, Amazons serves programmatic ads across the web, but those campaigns also serve to Amazon’s owned-and-operated media so they must conform to Amazon’s creative vetting. If ad copy or color schemes look overly similar to Amazon private labels, the campaigns may well be blocked.
One agency exec tells Business Insider that a campaign promoting a fast-food chain’s home delivery was blocked because Amazon competes with the delivery service co-featured in the ad. The creative had to be tweaked to focus on the restaurant, instead of the delivery service.