Amazon

... scramble to tailor strategies

... rapidly expanding influence on a wide portion of the public has become impossible to ignore and it's giving rise to a whole new side of the advertising industry.

As more people live large portions of their lives in ecosystem, ad agencies are increasingly offering specialized services to help brands take full advantage of the company's universe.

That means adding flourishes like images to product pages, coming up with creative ways to get customers to post reviews and plotting how companies can best connect with people who are using devices.

And itself, aware of it's growing power, is encouraging companies to buy more ads through it. Its argument: when an ad is on... a direct connection can be made between people seeing it and then making a purchase.

Wrap their brains around

Plot

If you are competitor focused, you have to wait until there is a competitor doing something. Being customer focused allows you to be more pioneering.