By Carl Wartzack, CEO, WBX
Amazon’s ad business just had its strongest quarter ever, generating $15.69 billion in Q2 2025. That’s 9.36% of total company revenue – the largest share in its history, and a 23% year-over-year jump. This isn’t a side business anymore. It’s becoming a revenue pillar
Why This Growth Matters
Amazon’s ad engine sits at the intersection of retail media, first-party data, and premium connected TV (CTV). AI-powered optimization is improving targeting and conversion, while the rollout of Prime Video ads adds a high-value, high-CPM channel that isn’t dependent on seasonal shopping cycles.
With 300M+ ad-supported users in the U.S., Amazon spans retail, Prime Video, Twitch, and Fire TV. Live sports, like NFL, NASCAR, NBA, keep audiences engaged, while the Roku partnership now gives advertisers exclusive access to 80M authenticated CTV households via Amazon DSP.
The Power of Amazon DSP
The Amazon DSP leverages trillions of proprietary shopping, browsing, and streaming signals to deliver measurable, high-impact campaigns. Privacy-safe clean rooms and deep supply relationships make it one of the most effective demand-side platforms in the market.
For brands, this means a single platform that can:
- Target audiences with unmatched retail and behavioral data
- Reach them across premium video and display
- Tie impressions directly to sales
Competition Will Intensify
Alphabet and Meta still lead the digital ad market, but Amazon’s growth rate is outpacing both. With Prime Video ads, expanded CTV inventory, and the potential of its DSP, Amazon is positioned to take more share from incumbents.
For brands, this is more than a shift in market share. It’s a shift in how performance advertising is executed.
Where WBX Fits In
Accessing Amazon’s ecosystem is one thing. Maximizing it is another. At WBX, we help brands:
- Build integrated strategies across retail media, CTV, and display
- Use Amazon DSP for full-funnel performance
- Optimize creative and targeting for measurable commerce outcomes
Amazon is proving that ads can be a growth engine for both platforms and advertisers. The brands that embrace this now, with the right strategy and execution, will lead in the next phase of digital marketing.
Contact us to get started. Let’s build what’s next.