Amazon spend on advertising in the U.S. 2022

Amazon spent 13.5 billion U.S. dollars on advertising in the United States in 2022. The e-commerce company consolidated its position as the largest U.S. advertiser in terms of spending for the fourth consecutive year. Amazon’s ad expenditure increased by nearly 30 percent compared to 2021. That year, the online retailer invested around 10.4 billion dollars to advertise in the U.S. market.

Amazon expanded ad investments also globally

From sponsored search and third-party customer referrals to TV ads and social and online advertising, Amazon uses varied channels to reach customers. The company invested 20.6 billion U.S. dollars in advertising worldwide as of 2022, up from 16.9 billion U.S. dollars in the preceding year. In general, Amazon has kept an overall growth trend in its global ad expenditure. When including expenses with marketing staff and selling activities, the online retail recorded overall marketing costs of roughly 42.2 billion dollars globally in 2022.

Amazon keeps growing as a leading ad seller

Amazon’s ad business has been growing fast. In 2022, the company reached 37.7 billion U.S. dollars in advertising revenue worldwide. The value nearly doubled in two years: In 2020, Amazon reported 19.8 billion dollars generated through advertising sales. According to projections, the online retailer is forecast to keep consolidating its role in the advertising industry. By 2026, Amazon might have a 13 percent share of the digital advertising revenue worldwide, against eight percent in 2020.

Amazon's advertising spending in the United States from 2012 to 2022 (in billion U.S. dollars)

Characteristic	Spending in billion U.S. dollars
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Release date

June 2023

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Region

United States

Survey time period

2012 to 2022

Supplementary notes

The figures include measured-media advertising spending and unmeasured spending. Measured media is based on spending in 19 media: consumer magazines, Sunday magazines, local magazines, business-to-business magazines, local newspapers, national newspapers, free-standing inserts, broadcast network TV, broadcast spot TV, national syndicated TV, network cable TV, network radio, national spot radio, local radio, Spanish-language media (magazines, newspapers, TV networks), outdoor and internet (display advertising; excludes paid search, video and other forms of internet advertising). Unmeasured spending figures are estimates including direct marketing, promotion, internet paid search, social media and other forms of spending not included in the 19 measured media.
Figures have been rounded.

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