1. How Amazon is using training programs to target ad buyers

    How Amazon is using training programs to target ad buyers

    On a breezy day in late September, Tod Harrick and his team of around 50 consultants were invited to Amazon's Seattle headquarters to take a new four-hour training course called E-commerce Training Academy. There, he and his colleagues learned how ...

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    1. I thought I would know most of the things in the training, but my bet was wrong.
    2. As a whole, Amazon doesn't train anyone. It lets service providers figure stuff out and then educate users.
    3. There's no regularity or a set curriculum.
    4. I don't know if the experience that we have with Amazon is any different from other agencies.
    5. The training is a little bit of both ad creative and how to use Amazon's ad programs. For the most part, it is about AMG and AMS.
    6. It is rather technical stuff, but actually very important, as there is no meaningful documentation and a lot of wasted time and clients' money figuring this stuff out.
    7. You don't come out of E-commerce Training Academy and can immediately operate Amazon's ad platforms at a high level — it is up to you to learn and manage those things day to day.