Worldwide Amazon marketing expenditure 2010-2023

In the fiscal year 2023, Amazon’s marketing spending amounted to roughly 44.4 billion U.S. dollars, up from 42.3 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 10.9 billion U.S. dollars in 2020, and the company also ranked among the leading advertisers in the United States in 2018 with a measured media spend of approximately 1.84 billion. By comparison, P&G spent about 2.88 billion U.S. dollars on advertising its products. Additionally, Amazon is also one of the largest national TV advertisers in the United States, having spent 4.2 million U.S. dollars on new creatives in the week ending March 3, 2019. Amazon’s increased spending on advertising and marketing is clearly playing 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.