Multi-Category Consumer Marketplaces · Retailer & Marketplace · AdTech Vendor
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 cluster / sector
- Multi-Category Consumer Marketplaces
- Market role
- Retailer & Marketplace · AdTech Vendor
- 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 logistics and operational network, highlighted by a $1.9 billion investment in its Delivery Service Partner programme alongside AI-powered safety technology and the opening of an advanced manufacturing facility in Greenwood, Indiana. The company has also raised minimum starting pay for full-time core operations employees while introducing new grocery discounts and lifetime banking benefits. Concurrently, Amazon has broadened its digital ecosystem through Prime Video streaming bundles and new AWS collaborations, alongside maintaining significant financial and cloud infrastructure commitments tied to Anthropic.
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.
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Competitors & alternatives
Track competitor shifts
Receive automated telemetry on strategic moves, acquisitions, and market share shifts across Amazon's competitive landscape.
Commerce platform for merchants, payments, POS and ecosystem tools.
Omnichannel retailer with marketplace, membership, B2B procurement and retail media.
Search, video, adtech and cloud giant within Alphabet.
Diversified software, cloud, advertising and gaming platform company.
Integrated commerce, logistics and retail media platform.
Side-by-side comparisons
Subsidiaries & acquisitions
Live streaming platform for creators, gaming audiences, and advertisers.
Amazon-owned online retailer for footwear, clothing and accessories.
Podcast ad serving, hosting and monetisation infrastructure for publishers.
Amazon’s film, TV and franchise IP studio arm.
Cloud infrastructure, platform and AI services for enterprises and developers.
Featured market maps
Comprehensive ecosystem map of Connected TV (CTV) and Shoppable Commerce Advertising (2026), spanning streaming platforms, Smart TV OEMs, broadcasters, interactive video ad-tech, programmatic CTV SSPs/DSPs, retail commerce partners, checkout infrastructure, and data clean rooms.
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
TripleLift and Luzern Drive Growth for Optibac
Retail Media · Recorded impact score: 3/5
TripleLift, the Creative SSP powered by TL Spark, and Luzern eCommerce announced results of a full-funnel campaign for UK probiotics brand Optibac. Running from Q4 2025 to Q1 2026, the campaign aimed to address a 31.3% year-over-year drop in awareness and a gap of 6.6 million unreached category shoppers. By extending Amazon Prime Video audiences to premium open internet inventory via TripleLift, the strategy contributed to a 17% increase in purchasers and a 119% lift in brand searches. Market share peaked at 20.7% in December 2025, a record high. The campaign won the 2026 Amazon Ads Partner Award for Full-Funnel Advertising (EMEA). Luzern used Amazon Marketing Cloud for orchestration, while TL Spark's agentic intelligence optimized formats, audiences, and supply paths in real time. The results demonstrate the effectiveness of integrating retail media with open internet demand generation.
- TripleLift and Luzern eCommerce ran a full-funnel campaign for UK probiotics brand Optibac from Q4 2025 to Q1 2026.
- The campaign contributed to a 17% increase in purchasers and a 119% lift in brand searches.
Amazon App Reveals Personal Inferences to Users
Consumer Data Profiling · Recorded impact score: 1/5
The Amazon app includes a hidden 'About You' page where the company lists inferences about customers based on purchase history, Alexa interactions, reviews, and search queries. A US customer, 'fangirlinmegan', discovered this feature and shared her profile on Threads, which showed surprisingly specific attributes like 'has a flat butt' and assumptions about Kindle ownership. The post went viral, prompting other users to share their own inferred profiles, which often included remarkably accurate personal traits. Amazon states this data is used to provide relevant product recommendations and allows users to view and edit such preferences. However, this feature is not available in Germany; German users can only manually enter preferences, though data collection continues. The story highlights the extent of consumer data profiling by major e-commerce platforms.
- Amazon's 'About You' page lists inferred customer attributes based on shopping history, Alexa interactions, reviews, and searches.
- US customer 'fangirlinmegan' discovered the feature and shared her profile on Threads, which included the inference 'has a flat butt'.
Democrats Win US Midterms; AI Stocks Drop on Data Center Fears
AI Infrastructure · Recorded impact score: 4/5
The US midterm elections resulted in a Democratic majority in both the House of Representatives and the Senate, handing President Donald Trump a significant defeat. The outcome sparked concerns over stricter regulation of AI and data centers, leading to a drop in tech stocks, including Microsoft, Alphabet, and Amazon. Several newly elected Democratic governors, such as Gina Hinojosa in Texas and Keisha Lance Bottoms in Georgia, have proposed moratoriums on new data center construction, citing energy and environmental concerns. This has raised fears about project delays for companies like Alphabet, which plans to build AI data centers in Texas. Meanwhile, the gold price surpassed $4,000 per ounce, and the DAX index rose despite negative Asian market cues.
- Democrats gained control of both the US House and Senate in the 2026 midterm elections.
- Gina Hinojosa, elected governor of Texas, has called for an immediate moratorium on data center construction.
Prime Video November 2026 Lineup Unveiled
Content Programming · Recorded impact score: 2/5
Prime Video has announced its content lineup for November 2026, featuring a mix of original series and licensed films. Notable premieres include 'The Greatest', a scripted series about Muhammad Ali (Nov 4), 'The Lord of the Rings: The Rings of Power' Season 3 (Nov 11), and the new 'Blade Runner 2099' series (Nov 25). Other originals include 'Terrell & T.O.' (Nov 5), 'Madden' (Nov 18), and 'They Will Kill You' (Nov 20). The month also sees the addition of numerous classic and holiday films, such as 'Elf', 'Bad Santa', and 'WarGames', plus the 'Frasier' revival seasons 1-2 on Nov 14. This listing provides a comprehensive schedule for subscribers in the U.S. market.
- Prime Video premieres 'The Greatest' on November 4, 2026.
- 'The Lord of the Rings: The Rings of Power' Season 3 starts November 11, 2026.
AGF and Disney discuss integrating Disney+ into viewership measurement
Audience Measurement · Recorded impact score: 4/5
The AGF Videoforschung and Disney are in talks to potentially integrate the streaming service Disney+ into the AGF's active audience measurement system. Both companies are examining the prerequisites for such an integration, which would provide more transparency in streaming usage and make Disney+ viewership data visible to the advertising market. No concrete timeline has been announced. This follows similar moves by competitors like Prime Video, which is already measured by AGF, and Netflix, which has expressed interest but has yet to integrate. The AGF aims to establish a unified, independent market standard for cross-platform video measurement.
- AGF Videoforschung and Disney are discussing the integration of Disney+ into the AGF audience measurement.
- Both companies are evaluating the prerequisites for a possible integration according to AGF standards.
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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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