Building up its retail media operation to compete with <b>Amazon</b>, Wayfair launches sponsored <b>products</b> | RetailTechPodcast

Building up its retail media operation to compete with Amazon, Wayfair launches sponsored products

Online furniture retailer Wayfair is opening up sponsored products to all, the latest in the company's attempt to build out its advertising platform. The platform, called Wayfair Media Solutions, has existed for a couple of years. The launch of sponsored products means a new way for Wayfair to compete with other marketplaces like Amazon. Two buyers said sponsored products CPMs are between $3 and $4. Wayfair did not respond to a request for comment. Like Amazon, Wayfair classifies media revenue under "Other" categories in its financial reporting. In a media kit, Wayfair says it has more than 39 million monthly unique visitors across its brands, with 68 percent female users, and 31 percent of them making more than $85,000 in household income. Wayfair's experience with growing its ad platform seems to be very closely mirroring Amazon. Read more