Amazon A9

Leading e-commerce search and advertising platform, integral to Amazon's advertising business

Amazon A9 is a subsidiary of Amazon.com that develops and operates the core search and advertising technology powering Amazon's e-commerce platform. Originally founded as a standalone search technology company, A9 has evolved into the engine behind Amazon's product search algorithms and sponsored advertising products, processing billions of queries and serving as the foundation for Amazon's rapidly growing advertising business. The company combines machine learning, natural language processing, and behavioral data to deliver relevant product search results and targeted advertising opportunities for brands and sellers on Amazon's marketplace. A9's technology is critical to Amazon's advertising ecosystem, which has become the third-largest digital advertising platform in the United States behind Google and Meta. The platform enables sellers, vendors, and brands to promote their products through sponsored product ads, sponsored brand ads, and display advertising across Amazon properties. A9's algorithms determine both organic search rankings and ad placements, making it a crucial component of Amazon's multi-billion dollar advertising revenue stream and a key player in the retail media and e-commerce advertising space.