Over the last two years, there has been a real awakening of Amazon’s platform, with major brands like Nike and Sears Kenmore signing on to sell direct and a well documented influx of media dollars. But as we all know, just being present is never enough. What you say and how you say it remains integral to any commercial success. So, how should creatives and clients alike be viewing the platform from here? Is Amazon still only an effective ecommerce channel of haphazard static imagery and cold product descriptions, or are there much larger creative branding and content opportunities ready to be exploited across the entire ecosystem?