Amazon & Google’s renewed friendship: A big opportunity for brands

The renewed collaboration between Amazon and Google will prove to be greatly beneficial to brands

e4m by Shreshtha Verma
Updated: Jul 15, 2019 8:12 AM
Amazon Google

The corporate spat between Google and Amazon is resolved and the two Internet giants are finally back together. Google is re-launching its official YouTube app on Fire TV devices. The two have come up with an even stronger collaboration as, this time, Amazon has also enabled casting support in its Prime Video app. This modified collaboration of Google and Amazon is nothing less than a treat for the users and brands. While users will get easy access to the various features offered by YouTube and Prime Video, brands too can take advantage of this opportunity. The collaboration of these two Internet giants has become an opportunity for brands to expand their business and target a larger audience at once.

"It has to be the collaboration story of the year," says Dimple Gupta, Strategic Brand Consultant. Dimple says that this will surely help brands to expand their business on Amazon Prime and YouTube. Any product/brand search could lead straight to Amazon first. The synergy of giants can help increase visibility, enhanced advertising and ultimately higher sales: everything which is a marketer dream added, Gupta.

Jagdeep Kapoor, Brand Consultant & CMD, Samsika Marketing Consultants compared this collaboration to a happy marriage. According to Kapoor, "It is a marriage made in heaven" When asked what benefits brands can take out of this collaboration Kapoor said, "It will help brands 'reach and preach'. It will help users to consume brands through a wide range of products and locations and offers."

Not only that, but Amazon also made the Prime Video App available on Android TV which means streaming players who run Android TV can directly access Prime Video from Play Store. If reports are to be believed, Amazon and Google are also looking for further marketing collaborations too. 

Ramesh Kaushik, VP Brand Experience at Blackberrys Menswear opines, "The truce between two giants is definitely good news to both customers and brands. With YouTube app being available worldwide on Amazon devices and Google and Prime Video on Google Chromecast will definitely open more advertising and marketing avenues for brands. With OTT platforms as the primary source of entertainment for today’s youth and their high reach through this association will definitely ensure increased reach and more eyeballs, making the association with such platforms more lucrative"

According to Google, Chromecast and Chromecast built-in users have access to over 2,000 apps for content and games and starting today, users can cast content straight from the Prime Video app to their televisions. Users will need the latest Prime Video app and Android 5.0 or higher or iOS 10.1 or higher on their phone or tablet to receive the update. Chromecast Ultra users get access to 4,000 titles included with Prime at no additional cost.

There are various brands who have been in a regular brand partnership with Amazon Prime Video and YouTube. Therefore, this is a huge opportunity for brands to expand their visibility among Google and Amazon users. Now, it is up to brands to decide how they will benefit from this renewed Amazon-Google friendship.

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