Amazon reports Q2 earnings July 30. Wall Street will listen for AWS.
By Andrew Bailiff ยท July 27, 2026 ยท Curated by George's Blog
Amazon reports Q2 earnings July 30. Wall Street will listen for AWS.
You should listen for the line where they talk about your money ๐ฐ
๐๐ผ๐๐ฟ ๐น๐ถ๐ป๐ฒ๐ ๐๐ผ ๐น๐ถ๐๐๐ฒ๐ป ๐ณ๐ผ๐ฟ:
๐น ๐๐ฑ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ ๐ด๐ฟ๐ผ๐๐๐ต ๐ฟ๐ฎ๐๐ฒ
Earnings-speak: "advertising services grew double-digits again."
Seller translation: if ads grow faster than overall sales, the auction is taking a bigger slice of every unit you move. Ads outpacing GMV = CPC pressure isn't ending. It's the plan.
๐น ๐ฆ๐ฒ๐น๐น๐ฒ๐ฟ ๐๐ฒ๐ฟ๐๐ถ๐ฐ๐ฒ๐ ๐ฟ๐ฒ๐๐ฒ๐ป๐๐ฒ
Earnings-speak: "seller services revenue up X%."
Seller translation: that's the fees you pay. The July stack - the $0.38 sub-$15 surcharge, the 3.5% fuel/logistics surcharge - lands right here. Growth on this line is confirmation the squeeze is policy, not accident.
๐น ๐๐ป๐ ๐บ๐ฒ๐ป๐๐ถ๐ผ๐ป ๐ผ๐ณ ๐๐น๐ฒ๐ ๐ฎ ๐ณ๐ผ๐ฟ ๐ฆ๐ต๐ผ๐ฝ๐ฝ๐ถ๐ป๐ด
Earnings-speak: "we see meaningful opportunity in AI shopping experiences."
Seller translation: Sponsored Prompts won't be free much longer. 250M+ monthly users, zero auction density. Early is cheap. It never gets cheaper than free.
๐น ๐ฃ๐ฟ๐ถ๐บ๐ฒ ๐๐ฎ๐
Earnings-speak: "our biggest Prime Day event ever."
Seller translation: The event drove $26.4B in US ecommerce, +9.3% YoY. But listen for any mention of basket size. Numerator pegged AOV down 11%. Bigger event, smaller carts. What they skip is often louder than what they say.
This call is a preview of your next 12 months of costs - and every new way Amazon plans to earn more from your sales.
Amazon tells you its plans out loud, once a quarter, and almost no one listens.
I'll listen to it and post the 3-5 lines that actually matter for sellers the next morning. Follow along.
#amazonppc #amazonads #amazonadvertising #amazonseller