Amazon
Global commerce, cloud, advertising and subscription platform company.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- Amazon.com, Inc.
- Entity type
- COMPANY
- Headquarters
- United States
- Market role
- Retailer & Marketplace
- Ticker
- AMZN
- Official website
- amazon.com
What Amazon does
Amazon operates a multi-division platform model built on demand aggregation, infrastructure ownership and ecosystem cross-sell. On the consumer side, it monetises direct retail sales, third-party marketplace participation, and subscription-led retention through Prime. On the business side, it sells cloud infrastructure and AI services through AWS, and advertising access through Amazon Ads using owned inventory and first-party commerce data. Value is created by concentrating consumer traffic, merchant supply, fulfilment capability, media inventory and enterprise infrastructure inside a single corporate ecosystem.
Category differentiation
This record describes the parent corporation Amazon.com, Inc., not only Amazon Ads, AWS, Prime Video or any single business unit. It is a diversified platform company spanning commerce, cloud, advertising, subscriptions and media.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
Amazon.com, Inc. is a public US technology and commerce corporation whose core business is large-scale online retail and third-party marketplace operations. It connects consumers with first-party and third-party product inventory, supported by payments, fulfilment, logistics, subscriptions and embedded advertising. Beyond commerce, Amazon operates AWS, a global cloud infrastructure platform serving enterprises and developers; Amazon Ads, a closed-ecosystem advertising platform spanning sponsored listings, display, video and DSP buying; and consumer media and device products including Prime Video, Prime and Alexa+. Amazon generates revenue through retail product sales, seller and marketplace fees, usage-based cloud billing, subscription fees, and advertising spend across owned inventory. Its customers include consumers and households, marketplace sellers, brands, agencies, enterprises, developers and public sector organisations. The company’s structure creates a multi-sided platform model in which shopper traffic, merchant supply, logistics capacity, cloud infrastructure and first-party data reinforce one another.
Company news briefing
Briefing updated:
Amazon has continued to expand its operational and strategic footprint by investing $1.9 billion in its Delivery Service Partner programme alongside new safety initiatives, raising core employee starting pay to $20 per hour, and establishing an advanced manufacturing facility in Greenwood, Indiana. Concurrently, the company has driven product expansions including Prime Video streaming bundles and AWS collaborations, while actively navigating emerging agentic commerce shifts by blocking third-party AI assistants such as Meta's Muse.
Business model & monetisation
Amazon uses a diversified commercial model combining retail margin, marketplace take rates and seller fees, subscription billing, advertising spend, and usage-based cloud pricing. Amazon Ads monetises through cost-per-click sponsored listings, impression-based display and video inventory, and DSP media spend. AWS monetises through consumption-based billing for compute, storage, databases and AI inference. Prime and Prime Video contribute recurring subscription revenue, while Prime Video also supports ad-supported monetisation. This mix gives Amazon both transactional and recurring revenue, plus high-margin software and advertising income.
- First-party retail sales and third-party marketplace fees
- Retail Margin and Percentage Take-Rate
- Cloud infrastructure and AI services
- Pay-per-Use
- Advertising across sponsored listings, display, video and DSP
- Ad-Supported
- Prime and streaming subscriptions
- Software Subscription and Content Subscription
Products & capabilities
No products with linked sources are available in this view.
Programmatic stack & registry data
Registry entries and observed technical data do not establish certification, legal compliance or actual usage.
Amazon Ads
IAB vendor record: 793
- Cookies declared
- Yes
- Non-cookie access declared
- Yes
- Declared purpose IDs
- 1, 2, 3, 4, 7, 9, 10
- Declared feature IDs
- 1, 2, 3
- Declared special purpose IDs
- 1, 2, 3
- Indexed sellers.json entries
- 2,951 · amazon.com
Products & market categories
Technology
Competitors & alternatives
- Alibaba Group
Chinese commerce and digital platform group spanning retail, ads and SaaS.
- Coupang
Integrated commerce, logistics and retail media platform.
- Magalu
Brazilian commerce platform combining retail, marketplace and retail media.
Side-by-side comparisons
Subsidiaries & acquisitions
- Amazon Web Services (AWS)
Cloud infrastructure, platform and AI services for enterprises and developers.
- Twitch
Live streaming platform for creators, gaming audiences, and advertisers.
- Prime Video
Hybrid streaming platform with subscriptions, rentals, channels and video advertising.
- Amazon MGM Studios
Amazon’s film, TV and franchise IP studio arm.
- ART19
Podcast ad serving, hosting and monetisation infrastructure for publishers.
Featured market maps
- Market Map CTV Commerce
A comprehensive market map of the CTV Commerce ecosystem.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
Litter Robot leverages TikTok Shop without discounting
Social Commerce · Recorded impact score: 2/5
Whisker, the maker of Litter Robot, has joined TikTok Shop to secure early adoption advantage and reach younger demographics like Gen Z and Gen Alpha. Despite being a high-consideration item at $699, Litter Robot found success on TikTok Shop due to its visually appealing self-cleaning features, which act as a 'thumb stopper.' The company maintains a firm pricing strategy, avoiding aggressive discounts typical on the platform. It also focuses on gaining first-party data by onboarding TikTok Shop customers to its app and carefully scaling its affiliate program with niche content creators. The brand anticipates a halo effect driving sales across other channels like its DTC website and Amazon.
- Whisker joined TikTok Shop in the past year to reach younger demographics.
- Litter Robot retails at $699 and relies on its self-cleaning feature to attract customers.
AWS Launches 'Built Together' Community Program for Data Centers
Infrastructure · Recorded impact score: 2/5
Amazon Web Services (AWS) has announced new initiatives to counter criticism over its data center expansion in the U.S., including a $1 billion investment over five years for community programs focusing on education, workforce training, energy efficiency, water conservation, and local infrastructure. Additionally, AWS introduced the 'Amazon Data Center Commitment' with pledges on energy, water, transparency, and employment, and has ceased using non-disclosure agreements (NDAs) with government agencies for new projects. CEO Matt Garman addressed data center 'myths', citing that generators run only about 10 hours per year and that water consumption is 0.5% of industrial use, while highlighting over $1 billion in community contributions in the past three years. These actions come amid over 100 proposed moratoriums on data centers across the U.S.
- AWS invested over $1 billion in communities with data centers over five years.
- AWS stopped using nondisclosure agreements with government agencies for new data centers.
NFL Streaming Draws Millions, But Attention Lags Ratings
Streaming · Recorded impact score: 3/5
A new TVision report reveals a significant gap between NFL streaming audience reach and actual viewer attention. While Amazon's Lions-Bills game drew 18.6 million viewers and Netflix's 49ers-Rams matchup averaged 18.5 million, attention ratios across eight apps and networks ranged from 50% to 59%, averaging 53%. The report highlights that large audiences don't guarantee high attention, as seen in World Cup matches where smaller audiences ranked higher in attention. For example, in the Lions-Bills game, co-viewing fell from 1.6 to 1.4 in the second half while attention rose from 57% to 59%. Conversely, in the Vikings-Bears game, attention dropped after a key player left, despite stable co-viewing. TVision also found a 'halo effect' where ads first seen in NFL playoff games received higher attention in subsequent NFL programming. The findings suggest traditional ratings metrics may not fully capture viewer engagement as streaming becomes more prevalent in sports.
- TVision's H2 2025 report found NFL programming averages a 53% attention ratio, ranging from 50% to 59% across eight apps and networks.
- Amazon's Lions-Bills game drew 18.6 million viewers, Netflix's 49ers-Rams averaged 18.518 million, and NBC/Peacock's Kickoff Game reached 25.1 million.
Monster Jam Primetime Series Debuts Oct 1 on FAST Platforms
CTV · Recorded impact score: 1/5
Monster Jam announced that its weekly streaming series, Monster Jam Primetime, will debut on October 1, 2026, at 8 p.m. ET on the Monster Jam Channel. Two new episodes will premiere every Thursday across nine free ad-supported streaming television (FAST) platforms, including Amazon Prime Video, The Roku Channel, VIZIO WatchFree+, Pluto TV, LG Channels, Plex, Local Now, Rakuten TV, and Xumo Play. Episodes will also be available on the Monster Jam YouTube channel. The series features highlights from the 2026 season, including Racing, Skills competitions, and Freestyle, with analysis and behind-the-scenes content.
- Monster Jam Primetime premieres October 1, 2026, at 8 p.m. ET.
- Two new episodes premiere every Thursday on nine FAST platforms including Xumo Play.
Goldman Sachs Adds Amazon to Top Picks for October
Financials · Recorded impact score: 2/5
Goldman Sachs has updated its 'U.S. Conviction List — Director's Cut' for October, adding five buy-rated stocks: Amazon, Burlington Stores, Huntington Ingalls, Johnson Controls, and Occidental Petroleum. The investment bank removed Air Products and Chemicals, ConocoPhillips, Golar LNG, Loar Holdings, and Tyson Foods. For Amazon, analyst Eric Sheridan highlighted structural and cyclical growth drivers, including AI-driven demand for AWS, improving e-commerce profitability, and advertising growth. The price target is $375, implying over 50% upside. The other additions include Huntington Ingalls (target $439), Burlington Stores (target $382), and names with specific catalysts. Goldman cites attractive entry points after recent underperformance for several of these stocks.
- Goldman Sachs added five stocks to its U.S. Conviction List for October: Amazon, Burlington Stores, Huntington Ingalls, Johnson Controls, and Occidental Petroleum.
- Amazon price target set at $375, implying over 50% upside from Thursday's close.
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Questions about Amazon
What is Amazon?
Amazon is a public US platform company operating e-commerce, marketplace services, cloud infrastructure, advertising, subscriptions, streaming and consumer technology products.
Who uses Amazon?
Amazon is used by consumers and households, third-party sellers, brands, agencies, enterprises, developers and public sector organisations.
How does Amazon make money?
Amazon makes money from retail sales, marketplace fees, advertising spend, AWS usage-based billing, and recurring subscriptions such as Prime and Prime Video.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
12 publicly documented primary sources and citations linked across the market graph.
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