BENGALURU/MUMBAI, March 25 -- As digital ad budgets become more contested, Amazon is using its 10-year anniversary in India to push a pitch focused on measurable outcomes across platforms.

"The concept of a dominant channel has disappeared," Girish Prabhu, vice president and head of Amazon Ads India, told Mint in an interview, pointing to how consumer attention is now split across streaming, social, short-form video, and commerce platforms.

For Amazon Ads, this shift has transformed a marketplace-focused product into a broader ecosystem spanning shopping, streaming, and third-party publishers-helping it emerge as a third major player after Google and Meta.

Amazon stood in the third place in terms of monthly active user base of 325 mill...