Facebook, Amazon, Alibaba and Google logos are seen in this combination photo from Reuters files. REUTERS
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Retailers ranging from Target and Walmart Inc to grocers such as Tesco Plc are working aggressively to attract big advertisers to their websites in a bid to drive sales, according to interviews with retailers, packaged goods makers, consumer data firms and marketing consultants.This online ad revenue offers significantly higher margins for retailers than selling goods in stores.Alphabet and Facebook declined to comment.Some industry observers expect voice aides like Amazon's Alexa may one day let brands pay to be the first product recommended when a shopper asks to purchase an item such as ketchup, a feature known as "Amazon's Choice".Consumer companies bid against one another for thousands of keywords such as "ketchup" or "chocolate," often even snatching up keywords that are important to rival brands to undercut them, said Nii Ahene, co-founder CPC Strategy, a digital marketing agency that advises several major consumer packaged goods companies, including Unilever.Retailers are paid anything from 25 cents to $2 each time a shopper clicks on a sponsored search item, depending on the product being sold, he said.
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