Amazon buckets ad revenues in an "other" category ($1.2 billion for Q2, a YoY 38% increase from $844 million), which includes Amazon Web Services (AWS) and branded credit cards.
One of the biggest focuses for Amazon in the coming months will be the development of original content. The company plans to invest $100 million in original video content in Q3.
"In terms of content, we’ve seen more and more Prime customers streaming free content through our pipeline," said company CFO Tom Szkutak during the earnings call. " We have more and more customers taking free trials … and they are converting to paid digital video and then cross-shopping, [so it’s encouraging positive purchase habits]. The service we have today has improved dramatically over the last 12-24 months."
A number of companies like AOL and Yahoo have paid lip service to monetizing original content. In the case of Amazon, which has been rumored over the past year to be developing its own original series for Amazon Prime Instant Video users, this appears to be a continuing priority.