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Amazon now holds 49% of the ecommerce market, miles away from eBay’s 6.6% and Walmart’s 3.7%. The company exercised this muscle on July 16-17 for Prime Day, which saw 54% more sales in the first four hours compared to the 2017 holiday, despite technical difficulties. The 36-hour event is expected to reel in $3.4 billion in revenue—Amazon also recommended sellers to increase their ad spend for increased visibility during the event. Advertising is the fastest-growing sector in Amazon overall business, which saw more than $2 billion in revenue in Q1 2018.

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