Amazon announced in late June 2011 that they will be jumping into the advertising industry, and you can be sure that other online retailers will follow. Amazon will expand from just selling targeted ads on their site to selling targeted ads on other websites too.
So who wins in this system? It is actually a win for everyone because the consumer sees ads for products they want to buy, Amazon (or any other online retailer) makes money off of its own data, and the advertisers see their ad dollars become more effective. The numbers show that behaviorally targeted ads dramatically outperformed the entire display ad category in 2008 and 2009. These numbers attest to the opportunity this win-win-win scenario has for Amazon and anyone who follows them.