Amazon is reportedly in talks to sell advertising slots outside of its own Fire TV environment.
The retail to TV platform already sells inventory around its own devices but now it is looking towards other platforms including Apple TV and Xbox.
According to the Wall Street Journal, quoting people familiar with the matter, Amazon wants to integrate technology that would make it possible to sell their ad inventory on third party platforms.
Amazon Publisher Services is already working with traditional broadcasters CNN, Discovery and A&E, as well as the new digital video platforms Pluto TV and Tubi TV.
Amazon collects data from its online shopping business to present to customers when they view TV on its platform. While ratings are in part a factor, the driver for Amazon Prime Video is how the retailer can ultimately increase sales for its e-commerce business.