Amazon

Amazon functions in this coverage cycle as the implicit standard everyone is measured against — cited in the brand-building vs. conversion debate, in self-serve explainers, and as the marketplace incumbent TikTok Shop is chasing with its Best Buy win. No single new Amazon launch dominates, but its presence across marketplace-unification and transparency pieces underscores its gravitational role in offsite, measurement, and programmatic norms. Significance is defensive: challengers and new networks are defining themselves relative to Amazon's scale and closed-loop model.