Amazon's traditional media push is underscored by its Upfronts appearance.

• Amazon presented its Upfronts pitch to advertisers, marking a departure from its previous digital-focused Newfronts presentations and joining major media networks on stage.
• Advertising is one of Amazon's fastest-growing businesses and a key profit driver.
• The company brought a cavalcade of celebrities onstage to tout new streaming content.

The site has become a growing threat to digital ad incumbents, attracting billions of dollars a quarter from brands trying to reach the masses of consumers who flock to the site daily.

The e-commerce giant Amazon is preparing to challenge traditional media with its inaugural presence at this year's Upfronts events, indicating that it's no longer just about digital ad dollars.

During the Upfronts, Amazon made its first presentation, alongside media giants like NBCUniversal. Historically, Amazon's Prime Video and other streamers were showcased at the Newfronts, but internet video platforms have become more prominent on the main stage in recent years, with companies like and YouTube joining the event.

Amazon is making a new proposal to the advertising industry as it approaches a significant milestone. Despite the increase in spending on traditional TV ads during Upfronts, digital advertising is projected to grow at a much faster rate, reaching approximately $16.5 billion this year, an increase of 32% from the previous year.

In addition to traditional TV, more ad-supported streaming platforms have emerged, giving advertisers another option. Amazon recently announced that it would begin showing ads on its Prime Video streaming service in January, joining its existing ad offerings such as Freevee and Twitch, which is popular among gamers.

TD Cowen analysts predict that the company could generate up to $3 billion in U.S. ad revenue this year from an estimated 58 million households who will see commercials in Prime Video content. The firm has a buy rating on Amazon's stock.

""Four years ago when I joined Amazon, the most frequently asked question was about ads on Prime Video. However, Amazon prioritizes customer satisfaction and has now introduced ads on Prime Video, making it the largest ad-supported premium streaming service globally." - Alan Moss, Amazon's vice president of global ad sales."

The company announced that its ad-supported streaming content in the U.S. has increased to 175 million viewers per month from over 120 million in 2021. Additionally, the company revealed that Prime Video has 200 million global customers, with 115 million of them being in the U.S.

The ad business of Amazon continues to generate revenue primarily through charging brands to advertise their products on its various platforms, including sponsored listings on its website and ad spots on Fire TV streaming devices. In the first quarter, revenue in the ad business increased by 24% to $11.8 billion.

Amazon has recently secured the exclusive rights to a National Football League playoff game next season, as part of its ongoing efforts to increase its streaming viewers and generate additional ad revenue through live sports programming.

On Tuesday, Amazon executives showcased their packed programming slate and a parade of celebrities, including Reese Witherspoon and Jake Gyllenhaal, to promote their new original content. Additionally, the company highlighted its "billions of customer signals" that enable brands to target advertisements.

Paul Kotas, head of Amazon's ad business, revealed that the company took a significant risk 18 years ago when it introduced ads on its website. He demonstrated how the business has evolved to incorporate digital video ads on Prime Video.

"Being here on stage today is significant because we have been striving towards this moment for years," Kotas stated. "And as Amazon, we continuously innovate."

— CNBC's Lillian Rizzo and Alex Sherman contributed to this report.

Disclosure: NBCUniversal is the parent company of CNBC.

WATCH: Advertising volume won't go down, it'll just shift