Amazon is expanding its advertising business by offering the technology behind its US$50 billion ad system to other online retailers.

This marks a significant growth for Amazon in the retail media sector.

The new Retail Ad Service beta enables third-party retailers to use Amazon’s machine learning models, trained on vast shopping data, to display relevant ads on their websites.

Additionally, advertisers using Amazon’s platform can now extend their ad campaigns to these third-party sites.

This strategy aims to generate more revenue from ads seen outside Amazon’s marketplace.

Recent Amazon developments