Ebay takes fight to Amazon with latest online shopping volley

Ebay has taken a pot shot at its larger online shopping rival, Amazon, by launching a television advert highlighting the ‘fun’ nature of shopping via its portal as opposed to the one-click purchases of the market leader.

A television ad which premiered over the weekend seeks to communicate that message by positioning eBay as a destination for the things you want as opposed to the things you need, part of a branding exercise that has also seen the auction house’s homepage given a makeover.

From there an off-screen hand presses a giant technicolour eBay button which precedes a riot of colour and action filled with happy, smiling people.

In its fight eBay is pitching itself as David to Amazon’s goliath with its larger rival notching up 14x the revenue generated by eBay in 2016.



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