By Javed Farooqui
Copyright indiatimes
Gulshan Verma, Director of Amazon Ads India.
Amazon Ads, the advertising arm of e-commerce giant Amazon, is positioning India as not just a growth market but a hub of global innovation, said Gulshan Verma, director of Amazon Ads India, adding that teams in the country are already building technology that powers products worldwide.“For us, India is already the innovation hub. Take Amazon DSP, for example. Much of the engineering and tech comes from here,” Verma said. He added that Amazon Ads is also working on uniquely Indian solutions that could be exported, with new developments expected in the coming months.Amazon DSP, a demand-side platform (DSP), allows advertisers to buy digital ad inventory across multiple exchanges in real time.Artificial intelligence, he noted, will further accelerate progress. “We are all trying to absorb and understand, and the pace of innovation is going faster.” Verma joined Amazon Ads earlier this year from JioAds, where he was CEO.Live EventsThrough MX Player, which is also integrated into the Amazon app, the platform is creating original programming to strengthen engagement. Its flagship reality show Rise and Fall, featuring Ashneer Grover, is designed to appeal to younger viewers.“The MX audience is young and aspirational. They like drama and exciting formats. The show reflects that, with a battle of haves and have-nots where fortunes change depending on tasks,” Verma said.The series streams on MX Player and Prime Video and is televised on Sony Entertainment Television. It has attracted brand integrations from Haier, Orient Lighting, and Lux Cozi.MX Player’s upcoming lineup includes Who’s Your Gynac? Season 2, Sixer Season 2, Jamnapaar Season 2, Bhay, and Made in India: The Titan Story. The platform is also experimenting with short-form content. “Formats like Videshi, Fatafat, and micro dramas are driving engagement. Combined with trillions of signals from Amazon.in, they create a strong proposition for advertisers,” Verma said.Amazon Ads, he argued, stands out for linking brand building with measurable sales. “Because it is one logged-in experience, you can track the consumer journey end to end,” he said. Metrics include branded searches, add-to-cart actions, and checkout rates. “Amazon Ads is the only platform that can do this at scale in India.”Amazon has also begun selling ads on Prime Video but treats it as distinct from MX Player. “MX Player skews young and mass, while Prime Video is aspirational and premium. Many advertisers buy across both,” Verma said.India’s retail media market is expanding rapidly and estimated at $2 billion. Verma did not confirm the figure but said the opportunity lies in taking a full-funnel approach. Amazon Seller Services, the company’s marketplace arm, earned Rs 6,649 crore in FY24 from “other marketplace-related services,” up from Rs 5,380 crore in FY23. Most of this revenue comes from advertising, recognised once ads are delivered based on clicks or impressions.While highlighting digital advertising’s rapid growth, Verma stressed the importance of transparency. “We accept third-party trackers and tags so advertisers have confidence. Without trust, it means nothing.”Amazon is also widening access with Sponsored TV, a tool that helps small businesses create video campaigns using generative AI.Asked about competition from YouTube and JioHotstar, Verma pointed to Amazon Ads’ edge in reach and data.Add as a Reliable and Trusted News Source Add Now!
“We have our Platform-based, Network-enabled, Omnichannel (PNO) platforms that drive engagement. Our ad tech works across multiple sites and OTTs, where signals come into play. That creates an opportunity to buy reach and frequency more efficiently, whether it is parents, fitness enthusiasts, affluent consumers, or DIY audiences,” he said.(You can now subscribe to our Economic Times WhatsApp channel)
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(You can now subscribe to our Economic Times WhatsApp channel)Read More News ondigital advertisingMX Playerartificial intelligence in advertisingIndia innovation hubPrime Video advertisingAmazon Adsretail media market Indiaadvertising technology(Catch all the Business News, Breaking News, Budget 2025 Events and Latest News Updates on The Economic Times.) Subscribe to The Economic Times Prime and read the ET ePaper online….moreless
