Amazon sells the technology behind its $50 billion advertising business to other retailers.

The company’s new retail advertising service in beta allows other online stores to “leverage Amazon’s 20 years of ad technology expertise based on machine learning models trained on trillions of shopping signals” across product, search, and explore pages to create context. “Provide relevant advertisements tailored to your needs.”

Additionally, brands already using Amazon’s advertising system can choose to run ads on third-party sites, connecting retailers with Amazon’s existing advertising customers. The setup also allows Amazon to make more money from “retail media” (ads you see in stores or while shopping online) and access more data, even when no shopping is taking place on the site. You may have questions about the FTC.

The path of this business is similar to the launch of Amazon Web Services, which, as CNBC points out, was built to keep online marketplaces running and loading quickly 24/7 before selling access to its servers as the backbone of other companies’ operations. .