Apple’s privacy changes could be great for Amazon’s ads business

Apple’s privacy changes could be great for Amazon’s ads business

Amazon's advertising business is soaring.The company's massive "other" business category, which is primarily (but not exclusively) ad revenue, grew 77% in the first quarter to $6.9 billion in revenue.Apple's recent privacy changes, which make it easier for users to block advertisers from tracking them, could add more fuel to its growth. Amazon holds an enormous amount of in-depth consumer data — as of last month, the company said it had more than 200 million global members in its Prime program. As Apple's App Tracking Transparency changes start to go into effect, Amazon's data will likely become a more rare and valuable commodity for marketers. Apple's changes to iOS 14.5 mean that iPhone and iPad users can opt out more easily from the kind of tracking that helps advertisers target ads or measure whether ads worked. Although Amazon will also have to show this prompt to its customers, it matters less for Amazon. When users are logged in to Amazon properties, Amazon can still track what they're doing in the app, and which ads they saw or clicked or purchased from, regardless of whether a user opted in or not.It's not yet clear how much other major players who rely more on third-party