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 company is also now hiring for a director of product management for media. The platform, called Wayfair Media Solutions, has existed for a couple of years. But the launch of sponsored products means a new way for Wayfair to compete with other marketplaces like Amazon. According to a document explaining sponsored products, brands can bid to promote certain SKUs within certain categories. The pay-for-performance set up means they play for clicks. The tool is self-service. It went into beta in September and is now available to everyone. The job posting gives some indication of how the brand is thinking about growth in the space. The brand says it is “aggressively” investing in its “media” space, which includes onsite advertising, sponsored products, custom sponsorships,