SpendscapeCompanies · Finance
American Express
AdvertiserAXP
American Express spent $6.25B on advertising and marketing in fiscal 2025, up 3.5% on the year before. That's 15.1% of revenue.
$6.25Bmarketing spend, FY2025
+3.5%vs the year before
15.1%of revenue
Receipts say brand/spend downsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.
What they told investors
“Given the strong performance we saw in Q1 and our confidence in the balance of the year, we plan to increase our marketing investments to support long‑term growth.”Christophe Le Caillec · 2026 Q1 · transcript
“In 2025, for example, we invested $6.3 billion in marketing, an increase from around 75% since 2019.”Stephen Squeri · 2025 Q4 · transcript
“A great example of this is our recent decision to quickly redirect marketing investments to our US platinum products given the strength we saw towards the end of the year.”Stephen Squeri · 2025 Q4 · transcript
“We reallocated marketing dollars away from lower-cost cash back products to platinum, and platinum new acquisitions were up significantly.”Christophe Le Caillec · 2025 Q4 · transcript
“This is not exactly visible to you in the numbers that we are sharing with you, but this shows, you know, that the efficiency of our marketing dollars is improving.”Christophe Le Caillec · 2025 Q4 · transcript
“They support revenue growth by driving customer acquisition and engagement, they improve credit outcomes by attracting highly creditworthy customers and they drive marketing efficiency by increasing demand for our products.”Christophe Le Caillec · 2025 Q4 · transcript
Say vs do
Receipts say brand/spend down. In 28 statements from its leaders in interviews, 3 argued for investing in brand and 0 for cutting; the filed spend went down.
In the news
- Chase, Amex And Citi Pay You To Shop—But A Discount Doesn’t Mean The Merchant Made More Money View from the Wing · Sep 27, 2026 · measurement