Amazon marketing expenditure 2010-2025

In the fiscal year 2025, Amazon’s marketing spending amounted to roughly **** billion U.S. dollars, up from **** billion U.S. dollars in the previous year. 

Amazon advertising and marketing expenditure

According to Amazon, the company’s marketing costs primarily consisted of targeted online advertising, TV ads, and related spending on marketing staff. The online retailer’s most relevant marketing channels include third-party customer referrals, sponsored search, social and online advertising, the aforementioned television advertising, and other initiatives. Amazon’s annual advertising costs amounted to **** billion U.S. dollars in 2025, and the company also ranked first among the leading advertisers in the United States in 2023, followed by Comcast Corp. Additionally, Amazon is also the largest internet advertiser in the United States. Amazon’s increased spending on advertising and marketing is clearly paying off: apart from ever-increasing sales, the company is also ranked second among the leading brands in the United States based on net positive buzz score.