Worldwide Amazon marketing expenditure 2010-2019

In the fiscal year 2019, Amazon’s marketing spending amounted to almost 18.88 billion U.S. dollars, up from 13.8 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 11 billion U.S. dollars in 2019, and the company also ranked among the leading advertisers in the United States that year 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.

Annual global marketing costs of Amazon from 2010 to 2019

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Release date

January 2020



Survey time period

2010 to 2019

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