Amazon (NASDAQ:AMZN) is sitting on an advertising gold mine of data, because it's the sixth-largest website on the planet, which gives it invaluable insight into consumer shopping behavior. Amazon could one day become an advertising powerhouse because it has the transactional data that Google (NASDAQ:GOOGL) lacks. With this data, Amazon has already begun to personalize the advertising experience, helping boost prices by 20% to 30%. In this video, Motley Fool contributor Steve Heller discusses what puts Amazon in a unique position to become an advertising kingpin and what investors should be watching for.

Erin Miller has no position in any stocks mentioned. Fool contributor Steve Heller owns shares of Google. The Motley Fool recommends and Google. The Motley Fool owns shares of and Google. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.