Amazon is gearing up to engage advertisers at this year's Consumer Electronics Show (CES) in Las Vegas. Alan Moss, the vice president of global ad sales for Amazon Ads, emphasized the importance of this event as a starting point for upfront discussions with media buyers. Rather than pushing Amazon's offerings, the company plans to focus on listening to clients to better understand their advertising goals, which range from major brand moments to live sports sponsorships. Moss highlighted that these initial conversations are crucial for grasping what clients need in the upcoming year. By tuning into the objectives of customers, advertisers, and agencies, Amazon aims to tailor its strategies and campaigns accordingly. This approach indicates a shift towards a more collaborative relationship with advertisers, positioning Amazon as a responsive partner rather than just a service provider. The insights gathered during CES will likely influence how Amazon shapes its advertising offerings throughout the year.