"We're ramping up spend significantly on video," Szkutak said. "We have two types of content: licensed and original content. … You've seen a lot of announcements how we’ve greenlighted a number of pilots, and will be in heavy production in Q3."
As Frost and Sullivan media analyst Aravindh Vanchesan pointed out, Amazon is looking to promote media through its own devices and streaming capabilities in order to drive content consumption in its own ecosystem. As Szkutak noted, video streaming customers are "cross-shopping," which indicates Amazon video viewers become long-term Amazon shoppers.
It was a pivotal quarter for the ecommerce company. On the ads front, it revealed the early workings of a self-serve ad platform that is in beta with agency partners.
Amazon also rolled out the Fire Phone and simultaneously told mobile app developers it would reward them with a a $6 CPM rate over a two-month promotional period to incent development for the Amazon Mobile Ad Network. Additionally, Amazon Web Services rolled out "Amazon Mobile Analytics," a developer tool to understand and visualize app usage data.
"We're very excited about the Fire Phone," Szkutak said. "Many [of you have asked] if this can exist on its own or if this [will only be] part of the [Amazon] family to drive other usage. I think it can be both."