While Amazon's (NASDAQ: AMZN) competitors were busy catching up to its e-commerce capabilities, the online retail giant was building out its most profitable business ever: advertising.

But now that competitors like Walmart (NYSE: WMT) are showing growth in online sales, they've started going after the e-commerce goliath's new profit center. Walmart brought its advertising business in-house in 2019, but it's remained a tiny source of revenue and profits for the retailer compared to Amazon, which generated nearly $34 billion in ad revenue over the past year.

But two recent changes in Walmart's advertising business are resonating with advertisers, pushing more marketers to consider the Amazon rival.

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Source Fool.com