Ask HN: How can I learn more about the economic model of Amazon's ad business?

What is the economic model of Amazon's advertising business on top of their two-sided product marketplace?

How can I learn more about the relationship between Amazon's ads and the products on their marketplace?

Does anyone know if there are any economic or financial models that could help or any economic/finance texts that I should check out?

I think Amazon's ad marketplace can be irrational and I'm hoping that with the right books and models, I can understand it better.