Boy Genius Report picks up on fresh data from the ad network Millennial Media that underscores the huge strides Amazon is making in mobile advertising. Amazon claims 28 percent of all ad impressions served up on Android tablets, second only to Samsung’s impressive 35 percent share; no other Android tablet manufacturer accounts for as much as 10 percent. And BGR points out that Amazon claims a 2.2 percent share of the overall mobile ad market in spite of the fact it doesn’t offer its own phone.

Millennial’s data validates Amazon’s strategy of forgoing margins on its hardware to focus instead on building its mobile content business. It also illustrates why the online retailer is wise to continue to build out its mobile ad network to claim more of those ad dollars for itself. The looming question now is how much could Amazon grow its mobile content and advertising businesses if it truly were to launch its own smartphone.