"Two media buyers said Amazon showed some willingness to share more user data than Google and Facebook have traditionally — if the advertising budget was big enough."
Pretty much the only way Amazon will have significant success here (IE not just stay #3 or worse) is if it is more willing to share data than Google or Facebook.
https://www.cnbc.com/2017/12/26/amazon-digital-advertising-p...
"Two media buyers said Amazon showed some willingness to share more user data than Google and Facebook have traditionally — if the advertising budget was big enough."
Pretty much the only way Amazon will have significant success here (IE not just stay #3 or worse) is if it is more willing to share data than Google or Facebook.