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Gartner First Takes
First Take: Amazon Ads Streamlines the Pathways Between Advertising and Commerce
Published: 30 September 2026
Summary
CMOs of brands that sell on Amazon must lean into the new capabilities rolled out at Amazon Ads’ annual unBoxed event. Marketers in all categories must retool for automated, low-latency ad operations, and assess how Amazon Ads’ leverage in advertising and retail may provide competitive advantage.
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