Amazon (AMZN 0.60%) 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 (GOOGL -0.30%) 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.