Claire Holubowskyj was quoted in Digiday on "Pitch deck: Amazon instructs advertisers to spend amid Trump’s tariff turmoil"
23 April 2025“Other direct-from-China platforms will be impacted more than Amazon from the dual impact of tariffs and the end of the de minimis exemption,” said Claire Holubowskyj, senior research analyst at Enders Analysis. “This advantages Amazon by leveling out the other platforms’ price advantage, and shifting the momentum back towards Amazon’s USPs of fast delivery and enormously sticky Prime membership.”
Still, the key factor isn’t so much that Amazon can sell ads through their DSP, but rather that they have designed their platform to make advertising a necessary cost of doing business, added Holubowskyj.
“The commodified nature of goods on the platform make advertising essential for visibility: pulling back on spend due to broader uncertainty simply isn’t an option for sellers that want to continue selling on Amazon,” she explained. “And selling elsewhere is a difficult proposition as most sellers have optimised for the platform and lack brand recognition.”