Amazon’s net US digital ad revenues will rise by 41.0% this year as consumers shift dramatically to more ecommerce shopping and advertisers pay to get in front of shoppers at their leading destination.

Search ad spending in the US will rise by 5.9% this year, significantly below trend, in the face of the massive disruption to consumer lifestyles. But the pandemic is setting search up for a bigger future.

Amazon will earn $9.85 billion in net US digital ad revenues this year, representing 7.6% of the market. By 2021, one in 10 US digital ad dollars will go to Amazon.

Larger retailers are beginning to act more like digital media companies by leveraging their web traffic and first-party customer data into ad businesses.

This follow-up to our Amazon Prime Day 2019 preview report analyzes the post-event results for Amazon and other retailers, and its implications for back-to-school season and beyond.