It’s no secret that Amazon has positioned itself to be the “toll booth of eCommerce.” Of that toll booth, the fastest growing segment is Advertising which grew 24% in the most recent quarter. With the outsized growth, Advertising now accounts >8% of the total sales with most of that falling to the bottom line.

eMarketer recently provided an outlook thru 2026 indicating that all of retail media will attract more incremental advertising than Alphabet and Meta combined. Of that total $29 billion, Amazon will account for more than 76.3% of that total. Next largest is Walmart with $2 billion or roughly 6.8% of the total retail media advertising. The toll booth keeps collecting change and reports this coming Thursday.