Amazon’s massive advertising business, which is only surpassed in the US by Google and Meta, is about to get bigger. In addition to selling ads on its sprawling marketplace, it will now let other retailers use the technology powering its $50 billion business on their own websites, as reported earlier by Adweek.

Amazon Retail Ad Service, which the retail and ad tech giant announced on Thursday, basically gives third-party e-commerce sites a way to mimic Amazon’s ad experience by showing product ads from brands that sell through their stores and apps.