Is Amazon a Digital Marketing Company? Here’s the Real Answer

Last updated: July 15, 2025

When people think about big names in the online world, Amazon is usually at the top of the list. With millions of products and billions in sales, it’s easy to see why. But is Amazon actually a digital marketing company?

Let’s break it down.

What kind of company is Amazon?

Amazon is primarily an e-commerce company. It started as an online bookstore in 1995 and quickly grew into the world’s largest online retailer, selling everything from electronics to groceries.

Beyond shopping, Amazon has expanded into many areas, including:

• Cloud computing: Through Amazon Web Services (AWS)
• Streaming: With Prime Video and Amazon Music
• Devices: Like Kindle and Alexa

So, at its core, Amazon is a tech giant focused on e-commerce, cloud services, and digital entertainment.

How does digital marketing fit in?

While Amazon isn’t a digital marketing company by definition, it’s deeply involved in digital marketing in several ways:

• Advertising platform: Amazon runs one of the largest digital advertising networks. Brands pay to show sponsored products and display ads on Amazon’s platform, targeting shoppers based on their behavior and interests.
• Data-driven marketing: Amazon uses advanced algorithms and customer data to personalize shopping experiences, recommend products, and run powerful email campaigns.
• Marketplace tools: It provides sellers with marketing tools to promote their products, including discounts, coupons, and PPC ads.

So although Amazon doesn’t offer digital marketing services to other businesses like a marketing agency would, it is a huge player in the digital marketing ecosystem, mainly by being a top advertising platform.

So, is Amazon a digital marketing company?

No, Amazon is not a digital marketing company.

It’s an e-commerce and technology company that uses digital marketing heavily to grow its business and provides one of the biggest platforms for other businesses to run digital ads. In many ways, Amazon has reshaped how digital marketing works in the e-commerce world.

Final thoughts

While Amazon itself isn’t a digital marketing agency or consultancy, it’s impossible to talk about online marketing today without mentioning Amazon’s massive role in digital ads, customer targeting, and shaping how people shop online.