It also plugs the retailers into Amazon’s existing advertising customers, as brands already using Amazon’s ad system can choose to place their ads on third-party sites. The se

Amazon Retail Ad Service, which the retail and ad tech giant announced on Thursday, basically gives third-party e-commerce sites a way to mimic Amazon’s ad experience by showing product ads from brands that sell through their stores and apps.

Amazon, the third-largest digital advertising platform behind Alphabet and Meta, is extending its ad technology to other retailers – a move that could significantly reshape the retail media landscape.