The numbers $76 billion: Amazon’s 12-month advertising revenue. $20 billion: The company's Q2 ad revenue, up 26% year-over-year. $200.6 billion: Second quarter net sales, up 20% year-over-year. $42.2 billion: AWS revenue, a 37% year-over-year increase. 36 million: Viewership for Amazon Prime’s show Off Campus within the first 12 days of its premiere. 30: The number of new NBA advertisers during Prime Video’s first year of streaming rights. The watercooler talk While Amazon has aggressively expanded its ad business across both streaming and adtech, its core search ad format, Sponsored Products, remains its largest ad offering and “a key driver of growth,” CEO Andy Jassy told investors during the earnings call. A lot of Amazon’s search traffic has moved to Alexa for Shopping, Amazon’s agentic AI technology that launched in May, combining Alexa and Rufus. More than 350 million customers have used the technology over the past year. During the second quarter, Alexa for Shopping’s active users nearly doubled while interactions increased 5X year-over-year, although Amazon did not disclose exact numbers. Sponsored Prompts within Alexa for Shopping and Alexa+ are driving more sales. Jassy said that customers who click on a sponsored prompt convert 48% more often and spend 21% more than customers who do not click on sponsored prompts. Amazon is also rolling out its Ads Agent, an AI-powered tool that lets advertisers create, optimize, and manage campaigns. The tool has now been rolled out to 11 countries, and on average lowers the cost-per-impression by 8% and cost-per-acquisiton by 6% compared to advertisers who do not use the tool, according to Amazon. Similar to other tech giants, Amazon’s capital expenditures have ballooned this year. Amazon previously estimated $200 billion in 2026, and the company spent $54.2 billion of that during the second quarter. The key quote AWS continues to be a major revenue driver for Amazon. If it were its own company, it would be No. 24 on the Fortune 500 companies, Jassy told investors. New deals with AWS include Warner Bros. Discovery, Pinterest, Snowflake, and WPP Enterprise Solutions. “Customers choose AWS because we offer the broadest capabilities,” Jassy said. “They want their AI inference to reside near their other applications and data, and more of it resides in AWS than anywhere else.”