Trend overview
Amazon is the world's largest internet retailer and one of the biggest companies on the planet, with $136bn in annual revenues and a market value which has topped $500bn. Around 80 million US households are members of Amazon Prime, the company's subscription service offering speedy product shipping alongside audio and video content streaming services – a membership that will likely soon overtake the 90 million currently paying for satellite or cable TV.
Despite its huge scale, Amazon's advertising business is far smaller than that of leading media companies. Yet many experts believe the company...