Amazon.com Inc.’s plan to invest an additional $35 billion in India by 2030 is expected to intensify competition in the online commerce and prompt rivals to increase their spending on infrastructure, supply chains, and consumer acquisition. The US tech giant, which has already deployed $40 billion in the country, will invest money in all of its businesses—its core e-commerce operations, cloud computing division Amazon Web Services, entertainment businesses including Prime Video and MX Player, and its device ...

Core Insights - India is positioned as an innovation hub for Amazon Ads, with significant engineering and technology development occurring locally [1][9] - The retail media market in India is rapidly expanding, estimated at $2 billion, with Amazon Seller Services reporting revenue growth from Rs 5,380 crore in FY23 to Rs 6,649 crore in FY24 [8][9] - Amazon Ads emphasizes a full-funnel approach to advertising, linking brand building with measurable sales metrics [7][9] Company Developments - Amazon Ads is developing uniquely Indian solutions that could be exported, with new developments expected in the coming months [1][9] - The company has begun selling ads on Prime Video, treating it as distinct from MX Player, which targets a younger audience [7][9] - Amazon Ads is introducing Sponsored TV, a tool for small businesses to create video campaigns using generative AI [9] Audience Engagement - The MX Player audience is characterized as young and aspirational, with programming designed to appeal to their preferences for drama and exciting formats [5][10] - Upcoming content on MX Player includes several new seasons of popular shows, as well as experimentation with short-form content to drive engagement [6][10] - Amazon Ads leverages data from Amazon.in to create strong propositions for advertisers, enhancing engagement through various content formats [6][10] Competitive Landscape - Amazon Ads claims an edge over competitors like YouTube and JioHotstar due to its reach and data capabilities [9] - The platform's ad technology operates across multiple sites and OTTs, allowing for efficient targeting of diverse audience segments [9]