• Amazon is hosting its big ad conference, called AdCon 2020, on Sept. 30 and Oct. 1, according to the event's website.
  • This is the second time Amazon is hosting AdCon.
  • The move shows Amazon is likely planning to make AdCon an annual event as its ad business has grown in size and influence in recent years.
  • Visit Business Insider's homepage for more stories .

Amazon's big ad conference that debuted last year is coming back for the second time.

AdCon 2020, which is the name of this year's confab, will be held for two days on Sept. 30 and Oct. 1, according to the official website of the event.

On the website, Amazon said this year's conference will be held virtually because of COVID-19. The invite-only event will feature top Amazon ad executives and "thousands of advertisers and partners," according to the website.

"Join thousands of advertisers and partners to hear inspiring keynotes, attend educational breakout sessions, and engage with experts," the website said. "Gain exclusive advertiser insights, trends analysis, product deep dives, and networking opportunities to help you grow your business."

The move shows Amazon is likely planning to make AdCon an annual event as its advertising business has grown big enough to warrant its own conference. Amazon's cloud unit, Amazon Web Services, started re:Invent in 2012 and now attracts over 40,000 attendees every year.

Amazon's representative didn't respond to a request for comment.

Amazon ad business, which makes money by charging sellers and brands to promote their products on its site, recorded $4.2 billion in sales in its most recent quarter, up 41% from the year-ago period. According to eMarketer, Amazon is expected to own 9.5% of the US digital market this year, behind only Google and Facebook, which control a combined 53% of the market.

Last year's inaugural event was small in scale, with only a few hundred brands and agencies in attendance. It was invite-only as well, but didn't have a website of its own. The event included case studies from brands like the mattress company Tuft & Needle, and a keynote speech by Paul Kotas, SVP of Amazon Advertising.

The website for this year's event comes very little details. The deadline for signing up is Sept. 28, but the agenda has not been uploaded. Still, it encourages people to register as "something new" will be shared, according to the FAQ page.

"Whether you are new to Amazon Advertising or an experienced user, you will learn something new at AdCon," it said.