Less than one-fifth of Amazon’s incremental revenues ($900 million) will come from outside the US.
In the US, there doesn’t seem to be a dominant Amazon ad product attracting marketers. According to an ad-buying survey conducted by Cowen and Company in December 2018, ad-spend allocation among US senior ad buyers’ clients is dispersed almost evenly across five categories: traditional display ads, product display ads, sponsored products, video ads and headline search.
However, when combining these ad products into larger categories, the search-type ads make up the majority of allocation (57%) over the combined traditional display and video ads, which make up only 43% of ad spend on Amazon.