Amazon Advertising
A · Ecosystem ServicesSubsidiaryProvides advertisers with access to high-intent shopping audiences and first-party purchase data, enabling precise targeting and measurable ROI through closed-loop attribution on the world's largest e-commerce platform.
Last updated Feb 18, 2026
- Industry
- Retail Media/E-commerce Advertising
- Business Model
- Marketplace/Platform
- Target Market
- Enterprise, Mid-Market, SMB
- Employee Count
- 10001+
- Funding
- $50M
- Revenue Range
- $40B-$50B
- Stock Symbol
- AMZN
- Parent Company
- Amazon.com, Inc.
- API Available
- Yes
Market Position
Third-largest digital advertising platform globally, dominant player in retail media
Overview
Amazon Advertising (formerly Amazon Marketing Services and Amazon Media Group) is one of the world's largest digital advertising platforms, leveraging Amazon's vast e-commerce ecosystem and first-party shopping data. The platform enables brands, sellers, and advertisers to reach consumers across Amazon's owned properties (including Amazon.com, IMDb, Twitch, Fire TV, and Alexa) as well as third-party sites through programmatic advertising. With access to unique purchase intent data and closed-loop attribution, Amazon Advertising has rapidly grown to become the third-largest digital advertising platform in the United States, behind only Google and Meta. Amazon Advertising offers a comprehensive suite of advertising solutions including Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP (Demand-Side Platform), and streaming TV ads. The platform serves both endemic advertisers (brands selling on Amazon) and non-endemic advertisers seeking to leverage Amazon's audience data and reach. As of recent years, Amazon Advertising has generated over $40 billion in annual revenue, making it a critical profit driver for Amazon and a major disruptor in the digital advertising landscape, particularly in retail media and performance marketing.
Products & Features
Sponsored Products
Cost-per-click ads that promote individual product listings on Amazon search results and product pages
Sponsored Brands
Banner ads featuring brand logos, custom headlines, and multiple products that appear in shopping results
Sponsored Display
Display advertising that reaches audiences on and off Amazon using self-service or managed-service options
Amazon DSP
Demand-side platform for programmatic display, video, and audio advertising across Amazon properties and third-party exchanges
Streaming TV Ads
Video advertising on Prime Video, Freevee, Twitch, and Fire TV
Amazon Marketing Cloud
Clean room solution for privacy-safe analytics and measurement across advertising campaigns
Stores
Free, customizable multi-page brand destinations on Amazon
Posts
Social media-style content feed for brands to share lifestyle imagery and connect with customers
Key Features
First-party shopping and purchase dataClosed-loop attribution and conversion trackingSelf-service and managed-service optionsCross-device and cross-channel reachReal-time bidding and optimizationAudience targeting based on shopping behaviorProduct targeting and category targetingBrand analytics and reportingVideo and streaming TV advertisingVoice advertising through Alexa
Use Cases
Product launch campaigns for new items on AmazonIncreasing product visibility in competitive categoriesDriving brand awareness among high-intent shoppersRetargeting customers who viewed products but didn't purchaseConquesting competitor product pagesBuilding brand stores and driving traffic to brand destinationsProgrammatic display campaigns using Amazon audience dataStreaming TV advertising for brand buildingSeasonal and promotional campaign activationCross-selling and upselling to existing customers
Customer Segments
Consumer packaged goods (CPG) brandsE-commerce sellers and vendorsRetail brandsConsumer electronics manufacturersEntertainment and media companiesAutomotive brandsFinancial servicesTravel and hospitalityAgencies and trading desksDirect-to-consumer (DTC) brands