• by Richard Whitman , Columnist, December 10, 2014

Launching with a select list of agencies including Arc Worldwide, DDB California, Epsilon-Ryan, Possible, Rockfish and TeaLab, Amazon's Trusted Creative Partner program aims to train agencies on how to better create for Amazon's ad offerings. The online retailer hopes to help agencies become a bit more creative, but more likely is doing it to reap the increased monetary benefits these ad units will surely generate once agencies become familiar with them.

Of the program, Amazon VP Global Advertising Sales Seth Dallaire said: "The selection of an image or the idea about deciding to promote price or use a coupon or drive to a wishlist as opposed to adding directly to the cart -- those are the types of strategies that a creative agency can bring to bear on the creatives that they're making for clients and educating them on how to take advantage of all the functionality that we have across those units is important."

Arc Worldwide Chief Innovation Officer Mark Renshaw is all in and added: "This is e-commerce, and this is marketing in a digitized world. If you can't move quickly, you can't seize all the benefits. So first and foremost this trusted status gives us a greater ability to go to market, a greater ability to move quickly."