Amazon continues to make moves on several fronts simultaneously. While its stock rebounded strongly after hitting key technical support levels, the company confirmed that its advertising business is gaining traction within its own platform, that its investments in renewable energy in Sweden are approaching one gigawatt, and that its logistical dominance in Spain remains strong, although Chinese competitors are gaining ground. All of this paints a picture of a giant that not only sells products, but also space, data, and energy.
Amazon's strategy revolves around maximizing the profitability of its ecosystem. Instead of relying on third parties to place ads, the company is shifting a growing portion of its retail advertising to its own digital storefronts, precisely where consumers already have purchase intent. According to data from Sensor Tower, during the first half of 2026, 56% of Amazon's ad impressions were generated within its website and app, while the remaining 44% were distributed across external platforms. Walmart is also implementing this shift, albeit more drastically: its on-site advertising jumped from 17% to 44% in just one year.
Advertising as a driver of profits
This shift is no coincidence. Advertising has become one of Amazon's biggest revenue streams , generating $19.800 billion in the second quarter alone, a 26% increase year-over-year. This growth helps boost operating margins in both North America and its international business. The key lies in the fact that ads placed within the platform leverage user purchase intent and first-party data, something traditional advertising platforms cannot replicate as easily.
The risk, however, is overwhelming the customer. Too many sponsored products could worsen the shopping experience, and if consumer spending slows, advertisers might think twice before bidding for those ad spaces. Even so, Amazon already controls nearly 60% of advertising impressions in the sector in the United States, despite the overall market falling by 17% in the first half of the year.
Renewable energy: Amazon's green pulse
Meanwhile, in Northern Europe, Amazon continues to expand its clean energy portfolio. The company has signed four new wind power purchase agreements in Sweden , bringing its total projects in the country to nine and adding 985 megawatts of capacity, just shy of one gigawatt. The largest of the new wind farms is Fageråsen, with 132 MW, in the Dalarna region, which is currently under construction. The other three, Boarp, Dållebo, and Fågelås, are already operational and add another 67 MW.
These agreements are part of Amazon's climate commitment, which aims to achieve net-zero emissions by 2040. The company states that it has already invested in more than 700 carbon-free energy projects worldwide, with a combined capacity exceeding 40 GW. In Europe, there are more than 260 projects with over 10 GW. In Sweden, Amazon was the largest corporate purchaser of clean energy by 2025, and the company maintains that these agreements not only meet its needs but also create local jobs and benefit the communities where the parks are located.
Spain: Logistics leadership under pressure
In the Spanish market, Amazon remains the king of deliveries, but it's no longer alone. According to the CNMC (National Markets and Competition Commission), 47,8% of packages delivered in 2025 were purchased from Amazon , while Chinese platforms like Temu, Shein, AliExpress, and Miravia already account for 24,7% of the total. Just a year ago, Chinese operators barely represented 7%. This is explosive growth, driven by low-cost orders and the massive influx of small packages, which now make up two out of every three shipments.
The European Union has responded with the so-called 'Shein tax,' a three-euro levy on shipments under 150 euros that came into effect on July 1st. Brussels estimates that 97% of the 16 million packages arriving in Europe every day are low-value, and the new tax aims to stem this influx. Meanwhile, Amazon continues its commitment to Spain, with 30.000 employees, 40 logistics centers, and a strategic logistics infrastructure representing a cumulative investment of 25.000 billion euros over fifteen years.
The company also had a positive week on the stock market. Amazon shares rose 3,97% to $266,43 after Evercore ISI raised its price target to $355, citing that artificial intelligence tools are driving purchases in the retail business. The rebound came just after the stock touched its lowest level since July, at $255,02, and found support at the 50-day moving average. Analysts indicate that the next target is to break above $271,11, which would open the door to a retest of $287,20.
In short, Amazon combines its strength in e-commerce with smart diversification into advertising, renewable energy, and logistics. The company doesn't just sell products; it also sells the infrastructure that makes them possible. And although competition is fierce, especially from China, Amazon still has a clear advantage: its ability to turn every click, every search, and every shipment into a business opportunity.
