This Retail Media Breakfast Club episode analyzes Amazon's recent test of off-site product links in its mobile search results. The host, Kiri Masters, posits that the primary motivation is to expand Amazon's advertising inventory, driven by increased competition in the search and AI landscape and the limitations of on-site ad space. She discusses alternative theories, such as improved customer experience and data collection, but ultimately emphasizes the financial incentives for Amazon to monetize its massive user base through this new advertising format. Masters predicts that if successful, this feature will expand rapidly, potentially creating new advertising opportunities for brands while maintaining their direct customer relationships. The episode cites Rick Watson's "Watson Weekly" podcast as a supporting source.
