Amazon's third-party relationships remain two-sided: it can be both a valuable supporter and a fierce competitor.
It’s unsurprising that Amazon is testing new pop-up ads on its mobile app, to promote its private-label products.
What is surprising? These ads appear directly on top of competitors’ pages.
For example, if a customer on the mobile app searches for “AAA batteries,” the first link to appear is a sponsored listing from Energizer. After the user clicks that link, a pop-up window would appear, offering less expensive AmazonBasics AAA batteries, according to The Wall Street Journal.