Amazon: ad spend in the U.S. 2012-2019

In 2019, Amazon spent a record amount of 6.88 billion U.S. dollars on advertising in the United States. Compared to the previous year, the company increased its ad expenditure by over 35 percent.

Amazon’s advertising efforts in the United States

Amazon was among the three leading U.S. advertisers in 2019 with regard to total national ad spend. It was also one of the fastest-growing ad spenders that year, alongside other American tech companies like Facebook. A significant amount of Amazon's ad spend is dedicated to promoting the retail giant's annual shopping holiday – Amazon Prime Day. While different types of media are utilized to get the attention of potential customers, Amazon is increasingly shifting its commercial focus towards mobile. In 2019, 15.7 million U.S. dollars were allocated to mobile advertising in the two weeks leading up to Prime Day, in line with shoppers' growing reliance on mobile phones for their online purchases.

Amazon’s advertising spending worldwide

In 2019, Amazon's global advertising spending amounted to eleven billion dollars worldwide, up from 8.2 billion dollars in 2018. TV and online advertising are two of the primary components of Amazon's successful global marketing strategy. In 2019, the company's overall marketing costs reached close to 18.88 billion U.S. dollars worldwide, and these investments are paying off. Apart from ever-increasing sales, Amazon also ranked second among the leading brands in the U.S. with regard to Buzz Score in 2018.

Amazon's advertising spending in the United States from 2012 to 2019

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Sources

Release date

July 2020

Region

United States

Survey time period

2012 to 2019

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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