Amazon and Adobe join forces for Magento Commerce

By Paige Murphy | 16 May 2019

Tech giants Adobe and Amazon have joined forces to introduce Magento Commerce branded stores for Amazon sellers.

The new offering will run through Magento, part of Adobe Experience Cloud, on Amazon Web Services (AWS) and provide native integration with Amazon.com merchant tools such as Amazon Pay and Fulfillment by Amazon.

It has been built to deliver faster page load times and better conversions, as well as the ability to scale for peak shopping periods such as Black Friday.

Adobe vice president of commerce product and platform Jason Woosley says Magento Commerce will "empower" Amazon's large community of sellers.

“Small and mid-market businesses are taking direct ownership over how they manage customer experiences to differentiate, grow and build loyalty,” Woosley says.

AWS vice president, channels and alliances Terry Wise says Magento Commerce builds on Amazon's "long running collaboration" with Adobe.

"Powered by AWS, this launch will provide sellers a seamless way to grow their business and scale for peak shopping periods," Wise says.

Magento Commerce branded stores for Amazon sellers will deliver a fully operational storefront, as well as access to an ecosystem of over 300,000 Magento developers and over 4,600 commerce extensions on the Magento Marketplace. 

This is Adobe's latest venture involving Adobe Experience Cloud. Last year, the business's acquisition of B2B cloud-based marketing platform Marketo - which was bought for $US4.75 billion - was integrated into the Cloud.

Amazon has recently launched its advertising platform in Australia powered by data on the shopping habits of its customers, making for highly targeted brand marketing.

The retailer had soft launched its platform for advertisers with a select group of Australians who sell their own goods on its local platform, amazon.com.au.

Amazon attracted so much advertising spend that in 2018 it became the third largest digital ad seller in the US, ahead of Microsoft and Oath and behind Facebook and Google.

Amazon doesn't release separate numbers for its advertising division. For 2018, Amazon reported $US10.1 billion for its category called "other". In the fourth quarter "other" revenue was $US3.4 billion and most of that was for advertising services.

According to analysis by Magna, a research house run by Interpublic Group, Amazon more than doubled its advertising revenue last year to hit an estimated $US6 billion.

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