While Amazon still rules e-commerce, the pandemic marks the beginning of a long-term change that could threaten its dominance of digital retail advertising.
Amazon did not respond to a request for comment. Representatives for Walmart, CVS, Kroger, and Instacart declined to comment.Big brands like Hershey and Petco said as they've been moving more of their ad budgets to e-commerce, they're spending on platforms beyond Amazon to see how well they perform and diversify their revenue streams.
And Straton said the longer the pandemic continues, the more entrenched the shift to e-commerce will be. "Smaller players can take advantage of new shopping behaviors," Lods said. "Big brands, however, have to approve budgets almost years in advance."
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