For marketers, Amazon is a bit like the Australian Outback. The sheer vastness of it all is daunting and while it may appear from the outset that it is a wasteland for brand marketing, dig a bit deeper and you'll find there are vast and growing resources like IMDb Freedive and Amazon Fire TV -- just like the Outback's valuable reserves of gold, silver, uranium and copper. Equally, like the Outback the enticing landscape and sheer scale hides an equal amount of danger -- the "snakes and scorpions" -- for marketers if they don't have the proper guide to get them through.
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