Excellent point. The article was kinda hazy, but the original Amazon press release is here, and it confirms your take: http://phx.corporate-ir.net/phoenix.zhtml?c=97664&p=irol-new...

We've taken taken the hard number out of the title above to side-step the possible inaccuracy.

Meaning its only 2x smaller than worldwide facebook (ad) business, while growing at 50%.

Conclusion: alibaba & aliexpress are the real kings, forget about amazon.