I don't know the answers to most of these questions. I do think that Amazon's potential end game (in ads) is to own and control the whole customer journey from branding to purchase and back, and to offer advertisers the ability to optimize at each step. They then offer a 'closed loop' customer journey; a brand 'supply chain' if you like.
If this helps them with that in terms of them being able to access branding on the screen without having to sell ads through Prime, that would make sense.
I don't know the answers to most of these questions. I do think that Amazon's potential end game (in ads) is to own and control the whole customer journey from branding to purchase and back, and to offer advertisers the ability to optimize at each step. They then offer a 'closed loop' customer journey; a brand 'supply chain' if you like.
If this helps them with that in terms of them being able to access branding on the screen without having to sell ads through Prime, that would make sense.