Already the leading force in retail media and one of the most visited search destinations, Amazon is taking another major step toward expanding the reach and sophistication of its advertising platform. Earlier this year, the company forged partnerships with Disney, Roku, and Netflix to integrate with its demand-side platform (DSP), highlighting Amazon’s growing influence across the digital ecosystem – particularly when its sell-side solutions are combined with its cloud-based marketing technologies.
In the second quarter of 2025, Amazon’s advertising revenue surged 22% year-over-year to nearly $16 billion, significantly outpacing the growth of its retail segment, which posted a 13% rise in net sales. According to the company’s earnings report, its retail marketplace, Prime Video, Twitch, and DSP collectively enable advertisers to connect with an ad-supported audience exceeding 300 million people in the U.S.
As Amazon continues to expand its advertising platform, it’s also working to make the ecosystem more accessible and collaborative for partners, which is a central goal of this latest update. By introducing a simplified, no-code interface (alongside more advanced tools for those with SQL expertise), the company is opening up powerful capabilities to many small and medium-sized businesses that previously were limited to advertisers registered with Amazon Ads or those working through third-party technology partners.
This means more companies can now integrate their own first-party data with Amazon’s shopping, browsing, and streaming signals, unlocking deeper insights and enabling more effective campaign and audience-building strategies. The shift builds on Amazon’s broader push to give retailers greater control, including its Retail Ad Service, which lets them manage advertising directly on their own websites. This comes at a crucial time, as the media landscape grows increasingly fragmented and cookies become far less reliable for tracking and targeting customers.
