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Looking at Amazon's quarterly financials, it would be easy to mistake the company's $31b ad division as a serious shift in the online advertising industry, but that would be a huge mistake. You see, Amazon's not really selling *ads*. 1/ 
If you'd like an unrolled version of this thread to read or share, here's a link to it on pluralistic.net, my surveillance-free, ad-free, tracker-free blog:
pluralistic.net/2022/02/27/not… 2/
pluralistic.net/2022/02/27/not… 2/
Nearly all of that $31b is for an "ad" *on Amazon itself*: that is it's Amazon collecting billions from the sellers who rely on the company as their main retail channel, who are locked in a bidding war to buy the top spots in search and product pages. 3/
