Amazon is boosting its Prime membership fee: As subscriber growth slows and ecommerce costs rise, the retail behemoth banks on loyalty and a wide array of services to keep users from canceling.

When Amazon starts a new business, competitors scrap business plans and markets shudder. We examined 19 of Amazon’s divisions to help parse how the company fuels its flywheel to keep driving the virtuous cycle.

For brands and retailers in some categories, Amazon is a significant channel for ecommerce sales. And that often means paying for prime placement on Amazon properties, including in search results. We estimate Amazon will have earned 72% of its $9.85 billion in net US digital ad revenues from search ads in 2019.

Loyalty marketing goes beyond loyalty programs, but they are still an important part of the customer experience and a vital channel for keeping customers engaged and spending.

One thing hasn’t changed in the shift to digital marketing and advertising: It’s still cheaper to keep current customers loyal than to acquire new ones. This report explores how marketers are messaging to current customers to keep them coming back.

Loyalty programs have drawn in many consumers over the years, but millennials and Gen Zers are not participating at the same level as those generations before them did.