• Amazon plans to expand its advertising business, allowing clients to display ads outside of Amazon properties, which would direct traffic back to Amazon’s site. Right now, Sponsored Products—ads based on popular search keywords—account for 88% of Amazon’s advertising revenue, followed by Headline Search—ads that appear at the top of a search result. Amazon’s ad revenue has grown 132% year over year and now accounts for $2 billion as it continues to bypass ad agencies and work directly with brands. Most recently, Prime Day led some vendors on Amazon to double or even triple their ad spend.