BY SHAREEN PATHAK, DIGIDAY

No less an authority than WPP Group chief Martin Sorrell has christened Amazon as the “elephant in the room.” And that means there’s a perfect opportunity for agencies to roll out Amazon-focused services to clients.

The most recent one was a collaboration between WPP’s Possible and Mindshare, which two weeks ago said they would work together to create an Amazon services partnership that will offer everything from channel strategy and shelf management to media planning and buying on Amazon. That’s just a couple months after WPP acquired Amazon specialist consultancy Marketplace Ignition.

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