Where shoppers start their shopping journey is changing. Amazon, not Google, is where most product searches take place – between 2015 to 2018, 54% of product searches took place on the retailer’s website, according to analytics firm Jumpshot.

Amazon has pounced on the opportunity this brings and has developed its own in-house advertising division. Today, the online retailer is the third-largest advertising platform in the US, behind Google and Facebook. Last year, it posted $10.1bn in revenue in its ‘other’ category, which primarily relates to sales of advertising services.