Spendscape
Companies · Retail/Tech

Amazon

Advertiser Ad platformAMZN

Amazon spent $23.5B on advertising and marketing in fiscal 2025, up 9.8% on the year before and +114% since 2019. That's 3.3% of revenue, less than in 2019: the business outgrew its marketing.

$23.5Bmarketing spend, FY2025
+9.8%vs the year before
3.3%of revenue (-0.6 pts vs 2019)
Walk the talksay vs do

Marketing spend by year

2016: $5.00B2017: $6.30B172018: $8.20B2019: $11.0B192020: $10.9B2021: $16.9B212022: $20.6B2023: $20.3B232024: $21.4B2025: $23.5B253.3%

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

Advertising services, by quarter

2023Q3: $12.1B2023Q4: $14.7B2024Q1: $11.8B2024 Q12024Q2: $12.8B2024Q3: $14.3B2024Q4: $17.3B2025Q1: $13.9B2025 Q12025Q2: $15.7B2025Q3: $17.7B2025Q4: $21.3B2026Q1: $17.2B2026 Q12026Q2: $19.8B2026 Q2

From each 10-Q and 10-K; fourth quarters are the full year minus nine months.

Revenue and margin

2014: $89.0B2015: $107B152016: $136B2017: $178B172018: $233B2019: $281B192020: $386B2021: $470B212022: $514B2023: $575B232024: $638B2025: $717B2511.2%

Bars: revenue, $B (10-K). Line: operating margin. Years where the filing's revenue line isn't comparable are left out of the line.

Say vs do

Walk the talk. In 206 statements from its leaders in interviews, 25 argued for investing in brand and 3 for cutting; the filed spend went up.

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