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"There are plenty of funds out there looking to buy catalogues at multiple of 10 times and above [in exhange] for artist royalties," music consultant Alasiter Moughan told the BBC.

But Amazon is increasingly competing with Google on search. Alhough eMarketer expects Google will account for a 56.8% share of all U.S. search ad revenue in 2021, Amazon’s 19% share has been steadily growing. That’s eroding Google’s share of the ad market overall, according to eMarketer forecasts.