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Amazon is using pure brand terms for its search strategy this holiday season, and it appears to be paying off with nearly half the category's click share, according to Adthena. "Search queries on terms exclusive to Amazon, like 'Kindle,' 'Amazon Prime,' 'Fire TV' and others offer much better value across the entire online consumer electronics vertical, giving them lucrative, high-volume/low-CPC search conversions," said Adthena's Ashley Fletcher.

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