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Amazon’s Growing Search Ads

This article discusses how Amazon is rapidly expanding its share in the search ad market. Although Google remains as the dominant leader with a 73.1% share in search ad revenue, Amazon’s large increase is extremely notable. Most people would not consider Amazon as a search engine, but a large portion of searches for products begin on Amazon rather than on other websites. In fact, people who directly enter their search into Amazon rather than websites such as Google have full intent to purchase these items, making Amazon a more desirable platform for companies to advertise their products on. Amazon offers such a large range of products that many consumers are now beginning their product search directly on Amazon rather than on other engines that may not generate a result as quickly.

This relates to topic regarding web structure and more specifically, hubs and page rank. Since Amazon is a website that directs users to many other sites, it acts as a hub as it takes consumers to their intended locations on the internet. As one of the largest online shopping services, many other companies pay Amazon for advertising, creating a link pointing from the Amazon website to their own. Online advertising is one of the most effective ways to lead people to businesses with the billions of users surfing the web every single day worldwide. Furthermore, by posting an ad on an external website, a company can increase the page rank of their own site. The page rank of a node increases as the number of links point to it increases, and so since advertising on another website creates an additional in-link, a business website can thus, increase their page rank.

https://www.fool.com/investing/2019/10/18/amazon-continues-to-grow-search-ad-market-share.aspx

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