Amazon has spent the past six years parlaying its users’ product browsing and purchase data into an advertising business that many consider having the potential to rival Google, Facebook and Yahoo for brands’ digital dollars. Amazon has kept the shades drawn on how ads contribute to the e-commerce company’s bottom line, but research firm eMarketer has a compiled a peek.
Amazon’s global advertising revenue rose by 45.5% last year to top $609.9 million, according to estimates released on Tuesday. EMarketer said ads tied to Amazon.com search results make up the majority of its ad revenue with display ads running on Amazon-owned sites like IMDb.com and Zappos.com contributing a substantial remainder.
To get an idea of how Amazon’s ad business compares with some of today’s biggest players, here are the full-year 2012 ad revenues for Google, Facebook, Yahoo, AOL and Twitter:
Google: $43.7 billion
Facebook: $4.28 billion
Yahoo: $4.03 billion
AOL: $1.42 billion
Twitter: $288.2 million (per eMarketer estimates)
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Buoyed by its scale and data, this year the company will reap $835.05 million, and by 2015, U.S. ad revenue alone -- a $450 million dollar business last year -- will stream $1.1 billion, per eMarketer. Those marks would pit Amazon closer on par with Facebook and Yahoo, yet the company would remain a far cry from Google’s juggernaut.
More via source: AdAge