India's top e-commerce platforms are increasingly viewing advertising as a key revenue driver. Amazon, Flipkart, and Myntra collectively generated Rs. 15,573 crore (US$ 1.77 billion) in advertising earnings for FY25, representing a 26% year-over-year increase, emphasizing the rising significance of retail media. Amazon Seller Services topped with Rs. Flipkart Internet generated Rs. 8,342 crore (US$ 945 million), marking a 25% increase. 6,317 crore (US$ 716 million), an increase of 27%, and Myntra Designs declared Rs. 914 crore (US$ 103 million), an increase of 28%. Currently, advertising plays a crucial role in total earnings, accounting for 28% at Amazon, 31% at Flipkart, and 15% at Myntra, offering substantial high-margin assistance for platforms with slim e-commerce margins. Retail media leverages first-party customer data to reach consumers at the time of purchase, turning platforms into media channels alongside marketplaces. Worldwide, retail media is a significant catalyst for growth. Amazon's earnings from retail media are expected to hit Rs. 5,34,553 crore (US$ 60.6 billion) by 2025 and Rs. 6,14,824 crore (US$ 69.7 billion) by 2026, ranking it as the third-largest digital advertising entity globally after Alphabet and Meta. In India, Google and Meta continue to lead, with their total ad revenues for FY24 exceeding Rs. 50,000 crores (US$ 5.67 billion). The rise in e-commerce advertising aligns with India's flourishing online retail sector, valued at Rs. 5,29,260 crore (US$ 60 billion) in 2024 with 270 million consumers anticipated to reach Rs. 14,99,570-16,75,990 crore (US$ 170-190 billion) by the year 2030