Growth in Amazon advertising revenue has quickened, according to the latest company reports. The company earned $3bn from advertising in Q2 2019, up 36.8% from the previous year. This reverses the period of steep decline in growth rate seen since Q1 2018.

Advertising accounted for just 4.7% of all company revenue in Q2 2019, making it the smallest segment. However, this is up from 4.1% in Q2 2018 and 2.5% in Q2 2017, in part due to online and physical retail's declining share.

Marketers are split on whether the e-commerce giant is an opportunity or a threat. Annual events like Prime Day are a big attraction for marketers, along with the platform's rich consumer behaviour data and strong brand value. However, just 21% of people find Amazon ads helpful.