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The Amazon logo displayed on a smartphone and a PC screen.
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Search for “toothpaste” on Amazon, and the top of the web page will show you a mix of popular brands like Colgate, Crest and Sensodyne. Try a separate search for “deodorant” and you’ll first see products from Secret, Dove and Native.

Look a little closer, though, and you’ll notice that those listings are advertisements with the “sponsored” label affixed to them. Amazon is generating hefty revenue from the top consumer brands because getting valuable placement on the biggest e-commerce site comes with a rising price tag.

“There’s fewer organic search results on the page, so that increasingly means the only way to get on the page is to buy your way on there,” said Jason Goldberg, chief commerce strategy officer at advertising firm Publicis.

For consumers looking for toothpaste on Amazon, getting to unpaid results requires two full swipes up on the mobile app.

An example of a mobile search for “toothpaste” on Amazon shows a sponsored brand ad at the top of results.

Until recently, Amazon put two or three sponsored products at the top of search results. Now, there may be as many as six sponsored products that appear ahead of any organic results, with more promotions elsewhere on the page, said Juozas Kaziukenas, who runs e-commerce research firm Marketplace Pulse.

The number of ads that appear differs depending on the exact search term and other factors such as whether users are shopping on desktop, mobile or in the Amazon app, Amazon says.

While Amazon doesn’t break out advertising revenue, ads account for the majority of the company’s “other” sales. That category was the fastest-growing part of Amazon’s overall business in the second quarter, with revenue soaring 87% from a year earlier to more than $7.9 billion.

In 2018, Amazon leapfrogged Microsoft to become the third-largest ad platform in the U.S., trailing only Google and Facebook. Amazon is capitalizing on its market control, knowing that its website or app is where many consumers begin their online shopping journey.

Kaziukenas said Amazon and founder Jeff Bezos have completely transformed from being anti-advertising. It’s become such a lucrative business that ads “have replaced most of the functionality on the site,” he said.

An Amazon spokesperson said there are no dedicated ad slots within search results, meaning that a user may see one ad, multiple ads or none at all. The company said advertising is an optional service for brands and sellers, but that using it can improve visibility of their products.

“Like all retailers, we design our store to help customers easily find and discover the right brands and products, and sponsored ads is one of the many ways we do this,” the spokesperson said in an email. “In all cases we work back from the most useful customer experience and the relevance of the results surfaced, regardless of how they’re presented to the shopper.”

Big consumer products makers aren’t the only ones taking up the most valuable virtual real estate. Amazon is also populating search results with its own products. For example, a search for “shampoo” pulls up a promotion for a bottle of Amazon brand Solimo before ads for products from Pantene, Nexxus, L’Oreal and others.

Sponsored product ads accounted for roughly 73% of retailers’ ad spend on Amazon in the second quarter, according to digital marketing agency Merkle. Last year, Amazon began replacing product recommendations in listings with product ads.

Amazon has also added new ad formats like video ads and sponsored brands posts, which feature a single brand and several product listings in a banner at the top of the page.

Ad prices going up

For brand owners, the price of doing business on Amazon is surging as the company expands its dominance in online commerce.

The cost per click for Amazon search advertising was $1.27 in August, up from 86 cents a year ago, according to a survey of more than 300 Amazon sellers conducted by Canopy Management, an agency that helps manage businesses on Amazon.

Companies that don’t pay the toll are finding their listings buried in search results. At the same time, sellers are paying more overall to Amazon for things like transaction fees and fulfillment services.

“It’s not uncommon now for brands to be spending 50% or more of their product price on various fees to be selling on Amazon,” Kaziukenas said.

Competition has also intensified as a result of the rise of Amazon aggregators, venture-backed companies that are raising big money from outside investors to acquire independent sellers. Some smaller sellers are concerned they may not be able to compete against deep-pocketed aggregators, which are bringing “massive budgets to be spent on Amazon, also in the form of advertising,” Kaziukenas said.

“They’re going from competing against other, smaller sellers to now competing against massive and well-funded sellers,” he said.

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European Commission launches antitrust probe into software giant SAP

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European Commission launches antitrust probe into software giant SAP

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The European Commission launched an antitrust probe into German software behemoth SAP on Thursday, citing concerns about the company’s practices in software support services.

According to the Commission, the investigation will assess “whether SAP may have distorted competition in the aftermarket for maintenance and support services related to an on-premises type of software, licensed by SAP, used for the management of companies’ business operations.”

SAP, in a statement on Thursday, said it believed its policies and actions were fully compliant with EU competition rules.

“However, we take the issues raised seriously and we are working closely with the EU Commission to resolve them,” a spokesperson said. “We do not anticipate the engagement with the European Commission to result in material impacts on our financial performance.”

SAP is one of Europe’s most valuable companies, with a market cap of almost 282 billion euros ($331 billion). Shares of the firm moved lower on Thursday, losing 2% by 12:45 p.m. in London (7:45 a.m. ET).

The EU probe relates to a piece of SAP software called Enterprise Resource Planning, or ERP.

ERP is widely used by large corporations to manage their everyday finance and accounting needs. SAP is a major player in the space — but it isn’t alone. The company competes with the likes of Microsoft and Oracle, which offer their own ERP products.

Specifically, the European Commission said it was addressing the so-called “on-prem” version of SAP ERP. On-prem refers to software that is hosted on a company’s own servers, as opposed the cloud where it can be remotely accessed via SAP data centers.

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Much of SAP’s business still comes from its on-prem IT services. However, the company has for years been attempting to shift more of its focus to the cloud — particularly as it faces competition from technology giants like Microsoft and Amazon, which dominate the market for public cloud services.

The latest EU antitrust probe is noteworthy as it doesn’t involve Big Tech.

Much of the bloc’s work on competition policy has focused on the market power of U.S. technology giants. This has led to criticisms from both the tech sector and politicians in the U.S., who say American tech firms are being unfairly targeted. On Wednesday, Apple urged a repeal of the Digital Markets Act, the EU’s landmark digital competition law, saying it was “leading to a worse experience for Apple users in the EU.”

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British AI firm Nscale raises $1.1 billion in Nvidia-backed funding round

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British AI firm Nscale raises .1 billion in Nvidia-backed funding round

A Nvidia RTX PRO 6000 Blackwell Server Edition on display during VivaTech 2025 tech conference in Paris, France.

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British artificial intelligence infrastructure firm Nscale is raising heaps of cash as it looks to ramp up the deployment of AI data centers across Europe.

Nscale, which is based in London, said Thursday that it has raised $1.1 billion in a bumper Series B funding round. The investment was led by Aker, the Norwegian industrial investment company, with additional participation from a raft of firms including Nvidia, Nokia and Dell.

The investment highlights continued demand for high-powered computing infrastructure, which is required to train and run powerful foundational AI models from companies like OpenAI, Microsoft and Google.

Nscale, the UK-headquartered AI infrastructure provider.

AI startup Nscale came out of nowhere and is blowing away Nvidia CEO Jensen Huang

Nscale has become a central player in Britain’s ambition to become a global AI powerhouse. Last week, the likes of Microsoft, Nvidia and OpenAI announced multibillion-dollar projects involving Nscale to build out AI computing infrastructure across the U.K.

“We are creating one of the largest global [infrastructure] platforms of its kind – purpose-built to meet surging demand and unlock breakthroughs at unprecedented scale,” said Josh Payne, Nscale’s CEO and co-founder, in a statement.

“This allows Nscale to provide our customers access to scarce, and highly sought after, compute capacity and rapidly accelerate the build-out of secure, compliant and energy-efficient AI infrastructure,” he added.

Nscale was spun out from Arkon Energy, an Australian cryptocurrency mining firm, in 2023 to address soaring demand for data centers capable of handling AI workloads.

It is working with OpenAI in the U.K. and Norway to build new data centers as part of the ChatGPT maker’s Stargate investment project. Nscale said that part of the Series B funding would go toward “enabling the rapid rollout” of the Stargate data center projects in Europe.

The company is committing $1 billion for the Norwegian project, with the goal of racking up 100,000 Nvidia graphics processing units (GPUs) at the site before 2027. The U.K. site, meanwhile, will house 8,000 GPUs in its first phase early next year, with the option to expand capacity to around 31,000 GPUs over time.

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Early Revolut backer invests in AI-focused finance software startup Light

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Early Revolut backer invests in AI-focused finance software startup Light

Light uses artificial intelligence to automate companies’ finance and accounting functions.

Light

Danish startup Light is the latest in a series of European tech firms raising cash as venture capitalists search for the next big thing in artificial intelligence.

Founded in 2022, Light develops software that uses AI to automate various functions that exist within businesses’ finance teams, including accounting, bookkeeping and financial reporting.

The Copenhagen-headquartered company told CNBC that it had raised $30 million in a Series A funding round led by Balderton Capital, an early investor in fintech unicorns Revolut and GoCardless.

Atomico, Cherry Ventures, Seedcamp and Entrée Capital also invested in the round, along with angel investors including Hugging Face co-founder Thomas Wolf and Meta board member Charlie Songhurst.

Light plans to use the cash to “double down on the commercial side” of the business, Jonathan Sanders, Light’s CEO and co-founder, told CNBC. The startup recently opened an office in London and says it is planning to open one in New York to meet U.S. demand.

Light isn’t the only startup out there using AI to streamline companies’ finance and accounting processes.

Pigment, a business planning and forecasting platform designed to be more user-friendly than Microsoft Excel, last year raised $145 million at a valuation north of $1 billion. More recently, accounting software startup Pennylane raised 75 million euros ($88.4 million), doubling its valuation to 2 billion euros.

Currently, the market for software that helps companies manage their finances is dominated by industry behemoths like Microsoft, Oracle and SAP. However, these systems can often be cumbersome, requiring specialists to “tinker around the edges for a year or two just to make it work,” according to Sanders.

“We service fast-growing, fast-scaling companies who need a system where they can expand really fast,” Sanders told CNBC. Light’s customers include Lovable, the buzzy Swedish AI firm recently valued at $2 billion, and Sana Labs, which is being acquired by Workday for $1.1 billion.

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Sanders said AI can rapidly transform how companies handle their finances. “The future of numbers is text,” he says. For example, rather than sifting through company policies to find a team’s meal allowance, this can be automated by an AI agent that has access to the relevant documents.

Moving forward, Light wants to focus on large, enterprise-level customers that struggle with “broken processes and workflows,” according to Sanders. “No human team can continuously analyze, reconcile and update thousands of pages of policies for coherence,” he told CNBC.

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