Amazon Gets Schooled on Advertising

A lot to learn from e-commerce giant Alibaba

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Amazon has a lot to learn from its Chinese doppelgänger, Alibaba Group, and its marketing machine, according to advertising industry experts and executives.

Alibaba, planning its Wall Street debut possibly this summer, shows how an e-commerce giant also can run a sophisticated advertising network, making billions in addition to online sales. Marketers in the United States wish Amazon were as open to advertising. “Amazon has not gotten its head around advertising as a revenue model,” said an agency executive who is privy to the e-commerce company’s marketing products.

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