He noted that Amazon has been gaining in the digital ad market as a result of its large customer base, developing a new revenue stream and taking away some market share from the leaders, Google and Facebook.
Amazon topped $10 billion in revenue for the advertising side of its business in 2018, as the e-commerce giant invested in its marketing products to entice more brands to spend on its platform and promote their products.
The company has only recently exceeded analyst expectations during the fourth quarter.
The company forecast net sales of between $56 billion and $60 billion for the first quarter, missing analysts' average estimate of $60.77 billion, according to IBES data from Refinitiv.
Prior to Amazon's earnings release, analysts at SunTrust Robinson Humphrey suggested that the company's own estimates, particularly in the fourth quarter, aren't always impressive. This compares to the year-ago quarter when earnings came to $2.16 per share on revenue of $60.45 billion.
Revenue in its Amazon Web Services cloud business surged 45.3 percent to $7.43 billion to beat estimate of $7.26 billion.
Amazon has paid less corporation tax in the United Kingdom over the last two decades than major retailers such as Marks and Spencer paid in one year alone, it has been reported.
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Pokemon: Let's Go , meanwhile, shifted 10 million, and Super Mario Party , which launched on October 5th, sold 5.3 million. Ultimate is also on track to become the best-selling entry in the series.
Amazon's "other" business segment - consisting mainly of its fast-growing advertising business - generated almost $3.8 billion in sales in the quarter, up 97 percent. The company has more than 100 million Prime members globally. In the United States, the company shipped more than 1 billion items for free over the holidays with Prime. Net income was US$6.04 per share, compared with an average estimate of US$5.56.
"In 2018, we improved Alexa's ability to understand requests and answer questions by more than 20 per cent through advances in machine learning", Bezos said in a statement. Operating income increased to US$3.8 billion in Q4 2018, compared to US$2.1 billion in Q4 2017.
Amazon's healthy growth is still the envy of the retail world, but its slower revenue growth - which was as high as 43 percent in 2018 - does signal a broader shift for the company. Amazon has been expanding grocery delivery from Whole Foods stores, and the service is now active in more than 60 US cities.
Looking ahead. Amazon shares are down 0.3% in after-hours trading.
Market capitalization. Grew to $840 billion Thursday afternoon, more than Microsoft, Apple, or any other publicly traded company.
Annual net income increased to $10.1 billion United States dollars (roughly $13.26 billion CAD) in 2018, compared to $3.0 billion USD (roughly $3.94 billion CAD) in 2017.
The only negative in the report was a lower-than-expected guidance number for the March-ending quarter.