Apple strikes deal with Amazon to remove ads from competitors' pages
By MYBRANDBOOK
Apple has made a deal with Amazon to remove ads from competitors' pages for iPhones, iPads, MacBooks, and other products. This agreement results in cleaner search results and product pages for Apple devices compared to those of its rivals. The pages for Apple products have relatively fewer ads, while the product pages of other companies like Samsung are often overloaded with recommended items from other brands.
In addition to cleaning up Apple’s search results, Amazon cuts down on the ads for Apple’s product pages as well. Instead of advertising “products related to this item” and items rated “4 stars and above,” the pages for Apple products are relatively ad-free.
The ad-free pages stem from a 2018 agreement Apple made to sell its products on Amazon. In an email previously released by the House Judiciary Committee, Jeff Wilke, Amazon’s former retail chief, wrote, “We understand that Apple does not want to drive sales to competing brands in search or detail pages... On product detail pages, we understand that Apple does not want to see any product placement that recommends non-Apple products.”
Apple spokesperson Fred Sainz confirmed the arrangement, stating that it limits advertising in spaces with certain Apple-related queries. It’s still not clear if Apple compensates Amazon for the ad space it’s hogging — and if so, how much. After all, Wilke’s email to Amazon said, “Apple would need to purchase these placements or compensate Amazon for the lost ad revenue.”
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