Pretty much all you have to know about Amazon's (NASDAQ: AMZN) fourth-quarter results is that the stock jumped close to 10% after they were announced. Yes, the Q4 results were that good.

Lower costs boosted profits for the company's online shopping platform. Revenue for Amazon Web Services (AWS) vaulted 13% higher year over year. But as great as the news was for these units, there was an even better story: Amazon's fastest-growing business, by far, isn't e-commerce or cloud services.

Amazon CEO Andy Jassy said in the company's Q4 earnings conference call that advertising revenue soared 26% year over year. That's roughly double the growth rate for the company's overall North America segment and AWS segment net sales. It's also well ahead of the international segment's year-over-year sales growth of nearly 17%.

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Source Fool.com