The Amazon Opportunity Marketers Are Missing | Paul Boruta, Founder & CEO, Slingwave

In this episode of The Incremental Marketer, Paul Boruta kicks off a new monthly series exploring the biggest trends and shifts shaping modern marketing.Today’s topic: the Amazon advertising opportunity most marketers are still missing.Amazon has quietly become the third-largest digital ad platform in the world, yet many marketers still treat it like a retail shelf instead of a full-funnel media channel. Paul breaks down why Amazon may be one of the most underestimated opportunities in today’s media mix, what makes its data and targeting different from Google and Meta, and how marketers should think about measurement, incrementality, and experimentation on the platform.If you're building a modern media strategy, this is a channel you can’t ignore.CHAPTERS00:00 Introduction to the Incremental Marketer Podcast01:10 Amazon: The Underestimated Ad Platform01:45 Understanding Amazon's Advertising Ecosystem04:13 The Importance of Purchase Intent06:31 Challenges in Amazon Marketing08:52 Measurement Confusion and Old Mental Models11:11 The Measurement Opportunity with SlingWave14:02 Experimentation and Causal Impact Studies16:21 Leveraging AI for Marketing Insights18:38 Final Thoughts on Amazon as a Media EcosystemCONTACT PAULlinkedin.com/in/boruta/slingwave.com🔥 ABOUT THE CHANNELJoin Slingwave Founder & CEO Paul Boruta as he sits down with top marketing leaders to uncover the strategies, experiments, and data-driven moves that actually drive growth. No fluff. No vanity metrics. Just real, actionable insights to help you optimize, scale, and win.If you geek out on analytics, love testing what really works, and want to stay ahead of the latest marketing trends, this show is for you.👉 Ways to connect & explore:🎥 Prefer video? Watch full episodes on YOUTUBE.🤝 Want to talk marketing analytics? REQUEST A DEMO.🔗 Stay in the loop and follow Slingwave on LINKEDIN.💬 CONTACT PAUL🎙️ Smarter marketing starts here →slingwave.com