Amazon’s pitch to brands at Dmexco may have purposefully downplayed itself against the showmanship of Google and Facebook’s efforts, but its growing influence on the ad ecosystem reverberated across the conference.

But as packed as Google and Facebook’s events were, marketers also flocked elsewhere to hear more about a platform some industry observers believe could eventually shake up online media’s status quo.

There were no fluffy pillows or two-story installations, just tables and salespeople talking to attendees about how Amazon Marketing Services could help them reach over 300 million active customer accounts worldwide.

Several senior executives from Amazon were also seen at the event, including Anthony Reeves, global executive creative director; Dan Wright, head of international advertising; and Colleen Aubrey, global vp of self-service performance advertising.

One agency executive, who spoke to Digiday under condition of anonymity after meeting the retailer’s sales reps, said the formats were “somewhat limited” compared to what is being offered elsewhere.

No doubt this will change in time, particularly with the launch of Amazon’s shoppable feed of stories and photos in the U.S., but until then, the executive said he would invest “incrementally” rather than “divest in other media channels.”

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