Online retail giant Amazon is positioning itself to take on Google and Facebook's advertising duopoly as it beta tests an application programming interface (API) for Amazon Marketing Services (AMS). The move has been welcomed by marketers, who have said Amazon is "throttled" by the lack of an API. This comes following the release of Amazon Media Group's API in all year. It is rumoured that AMS spend will be a factor in deciding which brands will have access to the API.
Online retail giant Amazon is positioning itself to take on Google and Facebook's advertising duopoly as it beta tests an application programming interface (API) for Amazon Marketing Services (AMS). The move has been welcomed by marketers, who have said Amazon is "throttled" by the lack of an API. This comes following the release of Amazon Media Group's API in the summer. It is rumoured that AMS spend will be a factor in deciding which brands will have access to the API.